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Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship


Morrish, S and Miles, M and Deacon, J, Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship, Journal of Strategic Marketing, 18, (4) pp. 303-316. ISSN 0965-254X (2010) [Refereed Article]

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DOI: doi:10.1080/09652541003768087


The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.

Item Details

Item Type:Refereed Article
Keywords:entrepreneurial marketing, administrative marketing, entrepreneur/customer interrelationship
Research Division:Commerce, Management, Tourism and Services
Research Group:Strategy, management and organisational behaviour
Research Field:Entrepreneurship
Objective Division:Economic Framework
Objective Group:Management and productivity
Objective Field:Marketing
UTAS Author:Miles, M (Professor Morgan Miles)
ID Code:67706
Year Published:2010
Deposited By:Management
Deposited On:2011-03-07
Last Modified:2014-12-02
Downloads:9 View Download Statistics

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