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Considers the need to relate marketing and entrepreneurship in terms of areas such as innovation and product development. Examines the impact that marketing and its sales orientation can have on the creation of wealth and resources, e.g. the focusing of the entrepreneurial spirit to achieve tangible results. Concludes that the development of an entrepreneurial process encompassing specific marketing tools such as product development will maximize a firm′s performance.
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Robert D. Hisrich (1992) studied this question.
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