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Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship
journal contribution
posted on 2023-05-17, 04:57 authored by Morrish, S, Miles, M, Deacon, JThe 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.
History
Publication title
Journal of Strategic MarketingVolume
18Issue
4Pagination
303-316ISSN
0965-254XDepartment/School
TSBEPublisher
RoutledgePlace of publication
UKRights statement
The definitive published version is available online at: http://www.tandf.co.uk/journalsRepository Status
- Restricted