Written by a leading light on the topic, this text examines the processes by which small businesses identify new opportunities, evolve appropriate marketing strategies, develop new products and services and launch these into the market.
Ian Chaston is Managing Director and founder of Moustraining Ltd, a spin off company from the University of Plymouth responsible for delivering the institution's e-based distance learning program. Ian was previously Professor in Marketing and Entrepreneurship at the Plymouth Business School. Ian is also a Research Professor in Entrepreneurship at CENTRUM Catolica Business School in Lima, Peru.
SAGE Publications Ltd
Date of Publication
Business, Accounting & Vocational: Textbooks & Study Guides