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Background Note
| HBS Case Collection
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2007
(Revised from original 2002 version)
Entrepreneurial Marketing: Learning from High-Potential Ventures
by
Joseph B. Lassiter III
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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;