''Session Purpose''
* Introducing the concept of Entrepreneurial Marketing
* Understanding the role of Entrepreneurial Marketing within the entrepreneurial
process
* Delineating Entrepreneurial Marketing from “conventional” Marketing
''Discussion Topics''
* The importance of marketing for the success of technology ventures
* Specific challenges associated with marketing in new ventures
''Session Preparation''
* [[Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence|/static/files/MBI/Module%206/READINGS_Gruber_SBR_2004.pdf]] Schmalenbach Business Review 164-199. Please read pp. 164-170.

[[M6-S1 - Reading - Gruber, M. 2004. Marketing in new ventures: theory & empirical evidence]]
[[M6-S1 - Session Notes]]

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Questions on the summary:
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* Based on what can we conclude that a formal marketing function is favorable (text suggest some research are 'for' other are 'against'?
* Is there any recent research proving that quality is the main driver in establishing a brand?
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marketing_public
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Sat, 11 Sep 2010 17:21:16 GMT
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dirkjan
modified
Sat, 11 Sep 2010 17:21:16 GMT
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dirkjan
creator
dirkjan