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    University of Florida
   
 
  Oct 22, 2017
 
 
    
2017-2018 Graduate Catalog
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MAR 6601: Entrepreneurial Marketing I


Credits: 2                    Grading Scheme: Letter

     

The first in a two-course sequence introducing an entrepreneurial perspective on markets and marketing. Approaches marketing as a vehicle for redefining business models and leading customers in ways that produce sustainable advantage. The roles within marketing of opportunity identification, innovation, risk-taking, resource leveraging, proactive behavior, and customer intensity are investigated.



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