Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship

Sussie C. Morrish, Morgan P. Miles, Jonathan H. Deacon

Research output: Contribution to journalArticlepeer-review

100 Citations (Scopus)


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.

Original languageEnglish
Pages (from-to)303-316
Number of pages14
JournalJournal of Strategic Marketing
Issue number4
Publication statusPublished - 2010


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