Purpose: The purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.

Design/methodology/approach: The paper is a literature review that uses examples from the literature to propose new research directions.

Findings: The paper proposes research opportunities, and concludes that the contributions of entrepreneurship to normative macro-marketing are largely absent.

Practical implications: The marketing/entrepreneurship interface continues to be a connection that is difficult to define. Yet, it is an area with rich research potential, and it is critical that marketing embraces these opportunities to strengthen its strategic focus as a discipline.

Originality/value: The paper integrates literature from a variety of perspectives from marketing and related fields, and maps the marketing/entrepreneurship interface on Hunt’s classification schema.