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, preliminar...

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Veröffentlicht in:International journal of entrepreneurship and innovation management
1. Verfasser: Hills, Gerald E. (VerfasserIn)
Weitere Verfasser: Hultman, Claes M. (VerfasserIn), Kraus, Sascha (VerfasserIn), Schulte, Reinhard (BerichterstatterIn)
Format: UnknownFormat
Sprache:eng
Veröffentlicht: 2010
Schlagworte:
Entrepreneurship > Marketing > Innovation > USA > Management studies > Aufsatz in Zeitschrift
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Zusammenfassung: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 show related empirical results from a study in the US.
Beschreibung:Parallel als Online-Ausg. erschienen unter der Adresse http://dx.doi.org/10.1504/IJEIM.2010.029765
Beschreibung:16 S
graph. Darst.
ISSN:1368-275X