Handbook of Entrepreneurship and Marketing
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Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
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Chapter 18: I just hate selling myself: The challenge of selling for the owner manager (OM) and soloist

Peter J. Fraser and Iain S. Fraser

Abstract

In the context of changing trends towards self-employment in western economies the authors consider the concepts of self-branding, promotion and selling by situating this activity within the challenging experience that owner managers face when marketing their businesses. The themes of self-identity and location within networks that produce opportunities for word of mouth marketing in a range of British one-person businesses is illustrated with exemplary quotes and testimonies from qualitative interview data. Alternative views to received wisdom in business school and large organisation approaches are given including guerrilla tactics and tips built up from many years of co-creating research participants drawn from a number of different service and product domains that have experienced various changes in business demand and technologisation of marketing. For the one-person business marketing and entrepreneurship are not familiar terms, yet their practices demonstrate both in abundance and in unusual and innovative ways not necessarily found in traditional approaches.

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