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Additional info for Entrepreneurial Marketing: Besonderheiten, Aufgaben und Lösungsansätze für Gründungsunternehmen

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29 4 AkteurbezogeneȱTheorieansätzeȱdesȱMarketings ........................................................ 32 5 TauschbezogeneȱAnsätze................................................................................................. 34 6 MarktȬȱundȱBranchentheorien ........................................................................................ 38 7 IntegrierteȱTheorieansätze............................................................................................... ȱEineȱersteȱ wichtigeȱ Schnittlegungȱ ergibtȱ sichȱ unterȱ erkenntnistheoretischenȱ Gesichtspunktenȱ anhandȱfolgenderȱzweiȱFragen:ȱȱ 1.

27 2 BesonderheitenȱdesȱEntrepreneurialȱMarketings......................................................... 27 3 TheoriefundierungȱdesȱgründungsbezogenenȱMarketingsȱ–ȱȱ einȱstrukturierenderȱÜberblick ....................................................................................... 29 4 AkteurbezogeneȱTheorieansätzeȱdesȱMarketings ........................................................ 32 5 TauschbezogeneȱAnsätze.................................................................................................

34 6 MarktȬȱundȱBranchentheorien ........................................................................................ 38 7 IntegrierteȱTheorieansätze............................................................................................... ȱEineȱersteȱ wichtigeȱ Schnittlegungȱ ergibtȱ sichȱ unterȱ erkenntnistheoretischenȱ Gesichtspunktenȱ anhandȱfolgenderȱzweiȱFragen:ȱȱ 1. ȱAndersȱgestaltetȱsichȱdieȱBeȬ trachtung,ȱwennȱfolgendeȱFrageȱgestelltȱwird:ȱ 2. S.

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