Marketing, Entrepreneurial
Bibliographic Data
| ID | 23600264 |
|---|---|
| Authors | Jonathan Deacon (0000-0002-5180-5904, University of South Wales), Jonathan H Deacon, Morgan P Miles (0000-0002-1389-1856, University of Tasmania), Sussie Morrish (0000-0003-2900-3232, University of Canterbury), Sussie C Morrish |
| Year | 2015 |
| Pages | 1-5 |
| Publication date | 2015-01-21 |
| Open Access | Yes |
| Type | CHAPTER |
| Venue | Wiley Encyclopedia of Management (SOURCE_BOOK) |
| Publisher | Wiley (PUBLISHER • GB) |
| DOI | 10.1002/9781118785317.weom030070 |
| OpenAlex | W4234921376 |
| ISBN | 9781118785317 |
| Language | EN |
| References cited | 22 |
This article explores the construct of entrepreneurial marketing ( EM ) based on core actors, culture, strategy, and marketing mix activities. This study suggests that EM is not simply the nexus of marketing and entrepreneurship, but both wholly marketing and wholly entrepreneurship – both customer‐centric and entrepreneur/innovation‐centric. EM is more than the summation of aspects of MO merged with EO . It is a synergistic opportunity‐driven, innovation‐oriented, proactive, and risk‐accepting set of processes for a marketer to gain competitive advantage. EM firms are less hierarchical, and therefore far more adaptable, and in the dynamic environments of the 21st century, that can be a source of competitive advantage.
Business · Competitive advantage · Construct (python library) · Core (optical fiber) · Entrepreneurship · Marketing management · Marketing mix · Marketing strategy · Nexus (standard) · Set (abstract data type) · Telecommunications · Computer Science · Entrepreneurship Studies and Influences · Family Business Performance and Succession · Innovation and Socioeconomic Development · Marketing
| Highly cited | No |
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