Entrepreneurial marketing : a historical perspective on development and practice

@inproceedings{Collinson2001EntrepreneurialM,
  title={Entrepreneurial marketing : a historical perspective on development and practice},
  author={Elaine Collinson and Eleanor Shaw},
  year={2001}
}
Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence… CONTINUE READING

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