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Entrepreneurial marketing: a new approach for challenging times

Author

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  • Daniela IONIŢĂ

    (Academy of Economic Studies, Bucharest, Romania)

Abstract

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
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    Citations

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    Cited by:

    1. Ferdinand Augusty Tae & Wahyuningsih Wahyuningsih, 2018. "Salespeople’s innovativeness: a driver of sales performance," Management & Marketing, Sciendo, vol. 13(2), pages 966-984, June.
    2. Elżbieta Duliniec, 2018. "Mechanizmy decyzyjne w przedsiębiorstwach wcześnie umiędzynarodowionych," Gospodarka Narodowa. The Polish Journal of Economics, Warsaw School of Economics, issue 2, pages 99-128.
    3. Mohammad Ismail & Fakhrul Anwar Zainol, 2018. "A Review on the Evolution and Definition of Entrepreneurial Marketing," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 8(5), pages 649-663, May.
    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. Andrea Buratti & Giancarlo Ferrero, 2017. "Empirical evidence of Entrepreneurial Marketing Orientation from Italian firms," MERCATI & COMPETITIVIT?, FrancoAngeli Editore, vol. 2017(4), pages 151-173.
    6. Muhammad Shahid Qureshi & Nergis Aziz & Sarfraz A. Mian, 2017. "How marketing capabilities shape entrepreneurial firm’s performance? Evidence from new technology based firms in turkey," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 7(1), pages 1-15, December.

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