Exploring entrepreneurial marketing theory in the context of SME innovation: a theoretical review and scientometric approach

This aims to conduct a bibliometric analysis and integrative review of the domain of entrepreneurial marketing. This study provides an in-depth investigation of historical patterns and prospects in entrepreneurial marketing and innovation specifically in the context of small and medium-sized enterprises (SMEs). The theoretical overview explores the development of entrepreneurial marketing, emphasising important concepts and frameworks that have influenced the field. This study provides the conceptual framework and future research avenues for the entrepreneurial marketing domain. This paper used the Scopus database to retrieve the 86 documents. This paper strengthens the logical consistency and scientific framework of the existing literature. Managers can utilise the systematic organisation of our concepts to establish strategies and policies in emergency management planning. The provided findings offer valuable insights for further research agendas, facilitating a deeper understanding of the complex interplay between marketing, entrepreneurship, and innovation in small and medium-sized firms.