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Entrepreneurial Marketing

Entrepreneurial Marketing

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Published by: oxfordentrepreneur on Mar 08, 2009
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05/08/2013

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EntrepreneurialMarketing
Prof. Marco ProtanoUniversity of EdinburghSpring, 2005
 
 
Responsiveness to change is thekey to survival
“It’s not the strongest of the speciesthat survives, nor the most intelligentbut rather the one most responsive tochange.”Darwin
 
 
I. Practice of EntrepreneurialMarketing
Both a
mindset & a process
Mindset
:
Entrepreneur’s relentless pursuit of both opportunity & resources required to seize it.
Process
:
Combines a guiding vision of what customer will want infuture with measured, iterative experiments designedto test vision
Stages investments that reveal option values toentrepreneur and proofs by supportive people & partners

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