Entrepreneurial marketing: moving beyond marketing in new ventures
Research output: Journal contributions › Journal articles › Research
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In: International Journal of Entrepreneurship and Innovation Management, Vol. 11, No. 1, 12.2010, p. 19-34.
Research output: Journal contributions › Journal articles › Research
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TY - JOUR
T1 - Entrepreneurial marketing
T2 - moving beyond marketing in new ventures
AU - Kraus, Sascha
AU - Harms, Rainer
AU - Fink, Matthias
PY - 2010/12
Y1 - 2010/12
N2 - This paper discusses an alternative conceptualisation of entrepreneurial marketing that can be understood as 'marketing with an entrepreneurial mindset'. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing.
AB - This paper discusses an alternative conceptualisation of entrepreneurial marketing that can be understood as 'marketing with an entrepreneurial mindset'. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing.
KW - Management studies
KW - Buzz marketing
KW - EM
KW - Entrepreneurial marketing
KW - Entrepreneurship
KW - Guerrilla marketing
KW - Marketing
KW - Viral marketing
UR - http://www.scopus.com/inward/record.url?scp=72149091726&partnerID=8YFLogxK
U2 - 10.1504/IJEIM.2010.029766
DO - 10.1504/IJEIM.2010.029766
M3 - Journal articles
VL - 11
SP - 19
EP - 34
JO - International Journal of Entrepreneurship and Innovation Management
JF - International Journal of Entrepreneurship and Innovation Management
SN - 1368-275X
IS - 1
ER -