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Lost or just at a crossroads: is entrepreneurship the way forward for marketing?

Lost or just at a crossroads: is entrepreneurship the way forward for marketing? Purpose – The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing. Design/methodology/approach – The approach is to reflect on work undertaken in the area and to make some additional contemporary observations. Findings – Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants. Originality/value – This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Research in Marketing and Entrepreneurship Emerald Publishing

Lost or just at a crossroads: is entrepreneurship the way forward for marketing?

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Publisher
Emerald Publishing
Copyright
Copyright © 2011 Emerald Group Publishing Limited. All rights reserved.
ISSN
1471-5201
DOI
10.1108/14715201111176444
Publisher site
See Article on Publisher Site

Abstract

Purpose – The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing. Design/methodology/approach – The approach is to reflect on work undertaken in the area and to make some additional contemporary observations. Findings – Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants. Originality/value – This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research.

Journal

Journal of Research in Marketing and EntrepreneurshipEmerald Publishing

Published: Oct 18, 2011

Keywords: Marketing; Entrepreneurship

References