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 25: International entrepreneurial marketing in the publishing industry

Rachel Noorda

Abstract

This chapter utilizes the concept of international entrepreneurial marketing to analyze internationalization and marketing behavior in small- and medium-sized enterprises (SMEs) in the Scottish book publishing industry. Many Scottish books produced by small publishers are seen as niche and regionally Scottish in a way that is in opposition to an international consumer base, but through analysis of three case studies, this chapter asserts that international entrepreneurial marketing is the key to promoting Scottish books to international readers. The Scottish book industry’s high concentration of SMEs, unusual international outlook despite its size, and position within the larger creative/cultural industries make the concept of international entrepreneurial marketing particularly relevant to this case study. This chapter utilizes a qualitative methodology of case studies, informed by 54 interviews with publishing professionals in the Scottish book publishing industry, and focused on three successful books from three different book publishing SMEs in Scotland.

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