History, theory and evidence of entrepreneurial marketing: an overview

History, theory and evidence of entrepreneurial marketing : an overview

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

Hultman, Claes M.,1947-Örebro universitet,Handelshögskolan vid Örebro universitet,Dahméncentrum(Swepub:oru)cshn (author)
Kraus, Sascha,1965-Utrecht University, Utrecht, The Netherlands (author)
Schulte, Reinhard,1965-Leuphana Uiniversity, Lueneburg, Germany (author)
University of Illinois, Chicago ILL,USAHandelshögskolan vid Örebro universitet (creator_code:org_t)

In:International Journal of Entrepreneurship and Innovation ManagementMilton Keynes : Inderscience Enterprises11:1, s. 3-181368-275X1741-5098

By the author/editor: Hills, Gerald E. ...; Hultman, Claes M ...; Kraus, Sascha, 1 ...; Schulte, Reinhar ...

About the subject

SOCIAL SCIENCES: SOCIAL SCIENCES; and Economics and Bu ...; and Business Adminis ...

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