Background Note | HBS Case Collection | 2007 (Revised from original 2002 version)

Entrepreneurial Marketing: Learning from High-Potential Ventures

by Joseph B. Lassiter III

Abstract

Describes entrepreneurial marketing as both a mind-set and a process. Draws on some 30 business field cases and some 300 student projects that provide insight into what managers do in high-potential settings.

Keywords: Entrepreneurship; Managerial Roles; Marketing;

Citation:

Lassiter, Joseph B., III. "Entrepreneurial Marketing: Learning from High-Potential Ventures." Harvard Business School Background Note 803-036, August 2007. (Revised from original October 2002 version.)