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| Author: | Duus, H. J. |
| Title: | Economic foundations for an entrepreneurial marketing concept |
| Journal: | Scandinavian Journal of Management
1997 : SEP, VOL. 13:3, p. 287-305 |
| Index terms: | ENTREPRENEURSHIP MARKETING CONCEPT MARKETING MANAGEMENT STRATEGIC PLANNING COMPETENCIES |
| Language: | eng |
| Abstract: | This paper examines developments in economics and strategic management theory and their implications for marketing. Advances in economic theory have suggested new inputs to marketing management theory and practice. With the advance of the new economic theories of the firm and its strategy, parts of the essence of the marketing concept have got some challenge. A new entrepreneurial marketing concept based on an ex-ante supply-push conception of marketing, and which focuses on future market demands and the future capabilities of the firm, will be capable of solving these problems. The paper focuses on industrial marketing, longterm and general environmental analysis, and on innovation, industrial transformation and the building of the competencies of the firm. |
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