Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship

The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develop...

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Bibliographic Details
Published in:Journal of strategic marketing 2010-07, Vol.18 (4), p.303-316
Main Authors: Morrish, Sussie C., Miles, Morgan P., Deacon, Jonathan H.
Format: Article
Language:English
Subjects:
administrative marketing
Customer relations
entrepreneur/customer interrelationship
entrepreneurial marketing
Entrepreneurs
Market strategy
Marketing
Studies
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Summary:The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.
ISSN:0965-254X
1466-4488
DOI:10.1080/09652541003768087