文章基本信息

标题：Entrepreneurial Marketing For Small And Medium Entreprises Business An Exploratory Study On Entrepreneurial Performance.
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作者：Iin Mayasari ; Iin Mayasari ; Anita Maharani 等
期刊名称：International Research Journal of Business Studies
印刷版ISSN：2089-6271
电子版ISSN：2338-4565
出版年度：2009
卷号：2
期号：1
页码：1-12
语种：English
出版社：Prasetiya Mulya Publishing
摘要：This study is an exploratory study that aims at applying entrepreneurial marketing concepts to identify and understand abilities of small and medium scale businesses to gain performance. Entrepreneurial marketing includes activities to develop and exploit social capital. Entrepreneur performance can be measured by both objective and subjective perspective. Objective perspective is measured using quantitative measurement while subjective perspective is measured by the entrepreneurs perception on his/her ability to manage the business. Qualitative methodology used in this research was done by interviewing small and medium scale business entrepreneurs.
关键词：entrepreneurial marketing;social capital;and performance