Entrepreneurial marketing: a strategy for the twenty‐first century?
Journal of Research in Marketing and Entrepreneurship
ISSN: 1471-5201
Article publication date: 18 October 2011
Abstract
Purpose
The purpose of this paper is to present the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times.
Design/methodology/approach
The author reflects on some significant marketing changes and provides some contemporary example of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom.
Findings
EM is best conceived not as a nexus between marketing and entrepreneurship, but as an augmented process, where both the entrepreneur and the customer are the core actors, co‐creating value within the marketing environment.
Originality/value
While this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own‐marketing environment.
Keywords
Citation
Morrish, S.C. (2011), "Entrepreneurial marketing: a strategy for the twenty‐first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 110-119. https://doi.org/10.1108/14715201111176390
Publisher
:Emerald Group Publishing Limited
Copyright © 2011, Emerald Group Publishing Limited