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  • Hills, Gerald E., 1943-, et al. (author)
  • History, theory and evidence of entrepreneurial marketing : an overview
  • 2010
  • In: International Journal of Entrepreneurship and Innovation Management. - Milton Keynes : Inderscience Enterprises. - 1368-275X .- 1741-5098. ; 11:1, s. 3-18
  • Journal article (peer-reviewed)abstract
    • Entrepreneurial marketing (EM), i.e., the interface of the two research fields of entrepreneurship and marketing, is a scholarly concept that is receiving increasing interest. In our article, we attempt to address definitional issues, theoretical foundations, historical milestones and new, preliminary empirical findings. More exactly, we propose our own definition of EM especially taking into consideration the entrepreneurial orientation behind this new marketing concept and the aim of creating customer value through such means as innovativeness, creativity, selling, networking or flexibility. Besides, we offer an overview of EM’s ‘modern history’ within the last 20 years and
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Type of publication
journal article (1)
Type of content
peer-reviewed (1)
Author/Editor
Hultman, Claes M., 1 ... (1)
Hills, Gerald E., 19 ... (1)
Kraus, Sascha, 1965- (1)
Schulte, Reinhard, 1 ... (1)
University
Örebro University (1)
Language
English (1)
Research subject (UKÄ/SCB)
Social Sciences (1)
Year
2010 (1)

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