Entrepreneurial Marketing : a New Approach for Challenging Times

@inproceedings{IONI2012EntrepreneurialM,
  title={Entrepreneurial Marketing : a New Approach for Challenging Times},
  author={Daniela IONI},
  year={2012}
}
  • Daniela IONI
  • Published 2012
Entrepreneurial Marketing (EM) is a theoretical construct at the nexus between marketing and entrepreneurship, with a relatively long existence – over thirty years but insufficiently developed. Entrepreneurial thinking, which is nonlinear, creative and avoids predictions, contradicts the traditional marketing model. Thus a “divorce” appears between marketing theory which emphasizes managerial marketing behaviorand marketing practice in entrepreneurial firms. The purpose of this paper is to… CONTINUE READING
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