552 ENTREPRENEURSHIP
preneurship Research, 1983 edition, Babson
College, Arthur M. Blank Center for
Entrepreneurship, Wellesley MA: 107.- Roberts, 1983.
- McWilliams, 1996.
Chapter 6
1.G. Hills and R. LaForge, “Research at the
Marketing Interface to Advance Entrepre-
neurship Theory,” Entrepreneurship: Theory
and Practice16, no. 3, 1992: 33-59.- G. Hills and R. LaForge, “Marketing and
Entrepreneurship: The State of the Art.” In
D. Sexton and J. Kasarda (eds.), The State of
the Art of Entrepreneurship(Boston: PWS-
Kent, 1992). - Many fine marketing textbooks offer detailed
descriptions and models of much of what we
attempt to cover in this single chapter.
Among the best for additional readings are:
•P, Kotler, and G. Armstrong, Principles of
Marketing, 11 thed. (Upper Saddle River, NJ:
Prentice-Hall, 2005).
•W. Bearden, T. Ingram, R. LaForge,
Marketing: Principles and Perspectives, 4 thed.
(New York: McGraw Hill/Irwin, 2003). - R. Peterson, “Small Business Adoption of the
Marketing Concept versus Other Business
Strategies,” Journal of Small Business
Management27, 1989: 38-46. - See http://www.benjerry.com/our_compa-
ny/our_mission/index.cfm. - See http://www.thebodyshopinternational.
com/web/tbsgl/values.jsp. - D. Aaker, V. Kumar, G. Day, Marketing
Research, 8 thed. (New York: J. Wiley, 2003).
R. Kaden, “Guerilla Marketing Research:
Marketing Research Techniques That Can
Make Any Business More Money” (London
UK, Koren.Page, 2006). G. Churchill, and
D. Iacobucci, Marketing Research:
Methodological Foundation (Belmont CA:
Southwestern Pub, 2004). - However, there is evidence that entrepreneurs
shy away from conducting detailed market
research and that many do not prepare
detailed marketing plans. See D. Andrus, D.
Norvell, P. McIntyre, and L. Milner, “Market
Planning, in Inc.500 Companies,” in G. Hills
(ed.),Research at the Marketing/ Entrepre-
neurship Interface (Chicago: University of
Illinois at Chicago, 1987): 163-171; D.
Spitzer, G. Hills, and P. Alpar, “Marketing
Planning and Research Among High
Technology Entrepreneurs,” in G. Hills, R.
LaForge, and B. Parker, (eds.), Research at the
Marketing/Entrepreneurship Interface (Chi-
cago: University of Illinois at Chicago,
1989): 411-422.- S. McDaniel and A. Parasuranam, “Practical
Guidelines for Small Business Marketing
Research,” Journal of Small Business
Management24, 1986: 1-8. - McDaniel and Parasuranam, 1986.
- P. Gogoi, “Steering Patients through the
System,” BusinessWeek,February 27, 2006: - See also http://www.quantumhealthllc.
com/. - Quoted in M. Mayer, “Creativity Loves
Constraints,” BusinessWeek, February 13,
2006: 102. - E. Rogers,, Diffusion of Innovations (New
York: Free Press, 1983). - Additional information can be found at
http://www.anu.edu.au/people/Roger.Clarke
/SOS/InnDiff.html. Retrieved from the Web
February 23, 2007. - R. Gibson, “Location, Luck, Service Can
Make a Store Top Star,” The Wall Street
Journal, February 1, 1993: B1. - Gibson, 1993.
- R. Peterson, “Small Business Usage of Target
Marketing,” Journal of Small Business
Management, October 1991: 79-85. - Some industries have added their own specif-
ic “Ps” to the traditional 4-P frameworks. For
example, in the travel and hospitality indus-
try, there are four additional “Ps”: packaging,
programming, people, and partnerships.
Every marketing strategist should design spe-
cific policies to meet specific industry require-
ments. - The following relies primarily on R.
Lindberg and T. Cohn, The Marketing Book
for Growing Companies that Want to Excel
(New York: Van Nostrand, 1986). - “Signaling” is discussed in more detail in M.
Porter, Competitive Analysis(New York: Free
Press, 1980). - This definition and those following are from
Marketing Definitions: A Glossary of Marketing
Terms (Chicago: American Marketing
Association, 1960). - S. Vranica, “Where Ad Dollars Go,” The Wall
Street Journal Online,May 6, 2006. Retrieved