IDEAS home Printed from
   My bibliography  Save this article

Entrepreneurial marketing: a new approach for challenging times


  • Daniela IONIŢĂ

    (Academy of Economic Studies, Bucharest, Romania)


Entrepreneurial Marketing (EM) is a theoretical construct at the nexus between marketing and entrepreneurship, with a relatively long existence – over thirty years - but insufficiently developed. Entrepreneurial thinking, which is nonlinear, creative and avoids predictions, contradicts the traditional marketing model. Thus a “divorce” appears between marketing theory - which emphasizes managerial marketing behavior- and marketing practice in entrepreneurial firms. The purpose of this paper is to conceptually define EM through integration of different perspectives of marketing, management and entrepreneurship. This conceptual paper used a critical review of the most representative articles from international marketing and entrepreneurship journals. This paper presents a brief history of EM evolution and an analysis of the most common definitions. It clarifies the differences between EM and small business marketing, based on the differences between entrepreneurs and small business owners.

Suggested Citation

  • Daniela IONIŢĂ, 2012. "Entrepreneurial marketing: a new approach for challenging times," Management & Marketing, Economic Publishing House, vol. 7(1), Spring.
  • Handle: RePEc:eph:journl:v:7:y:2012:i:1:n:9

    Download full text from publisher

    File URL:
    Download Restriction: no


    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.

    Cited by:

    1. repec:sgh:gosnar:y:2018:i:2:p:99-128 is not listed on IDEAS
    2. repec:hur:ijarbs:v:8:y:2018:i:5:p:649-663 is not listed on IDEAS
    3. repec:spr:jglont:v:7:y:2017:i:1:d:10.1186_s40497-017-0071-5 is not listed on IDEAS
    4. Cristian Valentin Hapenciuc & Florina Pînzaru & Elena-Madalina Vatamanescu & Pavel Stanciu, 2015. "Converging Sustainable Entrepreneurship and the Contemporary Marketing Practices. An Insight into Romanian Start-Ups," The AMFITEATRU ECONOMIC journal, Academy of Economic Studies - Bucharest, Romania, vol. 17(40), pages 938-938, August.
    5. repec:fan:mcmcmc:v:html10.3280/mc2017-004008 is not listed on IDEAS


    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:eph:journl:v:7:y:2012:i:1:n:9. See general information about how to correct material in RePEc.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Simona Vasilache). General contact details of provider: .

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service hosted by the Research Division of the Federal Reserve Bank of St. Louis . RePEc uses bibliographic data supplied by the respective publishers.