TY - JOUR
T1 - Entrepreneurial marketing
T2 - Acknowledging the entrepreneur and customer-centric interrelationship
AU - Morrish, Sussie C.
AU - Miles, Morgan P.
AU - Deacon, Jonathan H.
PY - 2010
Y1 - 2010
N2 - The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.
AB - The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.
KW - Administrative marketing
KW - Entrepreneur/customer interrelationship
KW - Entrepreneurial marketing
UR - http://www.scopus.com/inward/record.url?scp=77955041716&partnerID=8YFLogxK
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U2 - 10.1080/09652541003768087
DO - 10.1080/09652541003768087
M3 - Article
AN - SCOPUS:77955041716
VL - 18
SP - 303
EP - 316
JO - Journal of Strategic Marketing
JF - Journal of Strategic Marketing
SN - 0965-254X
IS - 4
ER -