Abstract
Entrepreneurial marketing (EM), i.e., the interface of the two research fields of entrepreneurship and marketing, is a scholarly concept that is receiving increasing interest. In our article, we attempt to address definitional issues, theoretical foundations, historical milestones and new, preliminary empirical findings. More exactly, we propose our own definition of EM especially taking into consideration the entrepreneurial orientation behind this new marketing concept and the aim of creating customer value through such means as innovativeness, creativity, selling, networking or flexibility. Besides, we offer an overview of EM's 'modern history' within the last 20 years and show related empirical results from a study in the US. © 2010 Inderscience Enterprises Ltd.
| Original language | English |
|---|---|
| Journal | International Journal of Entrepreneurship and Innovation Management |
| Volume | 11 |
| Issue number | 1 |
| Pages (from-to) | 3-18 |
| Number of pages | 16 |
| ISSN | 1368-275X |
| DOIs | |
| Publication status | Published - 01.01.2010 |
Bibliographical note
Parallel als Online-Ausg. erschienen unter der Adresse http://dx.doi.org/10.1504/IJEIM.2010.029765Research areas and keywords
- Management studies
- EM
- Entrepreneurial marketing
- Entrepreneurship
- Innovation
- Marketing
ASJC Scopus Subject Areas
- Economics and Econometrics
- Management of Technology and Innovation
- Strategy and Management
- Business and International Management
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