History, theory and evidence of entrepreneurial marketing: An overview

Publikation: Beiträge in ZeitschriftenZeitschriftenaufsätzeForschung


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.
ZeitschriftInternational Journal of Entrepreneurship and Innovation Management
Seiten (von - bis)3-18
Anzahl der Seiten16
PublikationsstatusErschienen - 01.01.2010

Bibliographische Notiz

Parallel als Online-Ausg. erschienen unter der Adresse http://dx.doi.org/10.1504/IJEIM.2010.029765