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Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship
Citation
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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The definitive published version is available online at: http://www.tandf.co.uk/journals
Official URL: http://www.informaworld.com/smpp/content~content=a...
DOI: doi:10.1080/09652541003768087
Abstract
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: | Business and Management |
| 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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