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Concept information

... > social science subjects > business and management > entrepreneurship > new venture management > entrepreneurial marketing > contextual marketing

Preferred term

contextual marketing  

Definition(s)

  • This article proposes a conceptualization of the components of contextual marketing (CM) in light of the outcome of the Charleston Summit. While there is widespread acknowledgment of the importance of small firms and the individual actors within them to economic well-being, there remains a knowledge gap about many of the management actions that small firms take. [Source: Encyclopedia of New Venture Management; Contextual Marketing]

Broader concept(s)

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URI

http://data.loterre.fr/ark:/67375/N9J-H0ZJTB17-S

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