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This paper examines the integration of entrepreneurial thinking and the elements of marketing strategy in attracting visitors to Grampian region’s castles, focusing specifically on the current tourist initiative of the “Castle Trail”. Firstly, the nature of a heritage tourism resource is...
Globalization, and more recently the dot‐com era, has increased worldwide interest in new business development. As a result, having an international perspective on the study of entrepreneurship has become more important for researcher and practitioner alike. One aspect of this enhanced interest...
Owner‐managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under‐developed in this field with little empirical evidence about the recommending behaviour of small business customers and referral...
Previous work by the author has focused on examining the limitations of the marketing concept and its associated frameworks, processes and prescriptions focusing on a planned, strategic, linear, lower risk future for the firm. Emerging research has shown that such frameworks are now dated,...
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