Entrepreneurial marketing – a historical perspective on development and practice

Entrepreneurial marketing – a historical perspective on development and practice Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Management Decision Emerald Publishing

Entrepreneurial marketing – a historical perspective on development and practice

Management Decision, Volume 39 (9): 6 – Nov 1, 2001

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Publisher
Emerald Publishing
Copyright
Copyright © 2001 MCB UP Ltd. All rights reserved.
ISSN
0025-1747
DOI
10.1108/EUM0000000006221
Publisher site
See Article on Publisher Site

Abstract

Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management.

Journal

Management DecisionEmerald Publishing

Published: Nov 1, 2001

Keywords: Entrepreneurialism; Marketing; Networking; Competences

References

  • Market orientation and firm size: an empirical examination in UK firms
    Liu, H.
  • The use of qualitative methods in researching networking in SMEs
    O’Donnell, A.; Cummins, D.

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