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| Author: | Morrish, S.C. Miles, M.P. Deacon, J.H. |
| Title: | Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship |
| Journal: | Journal of Strategic Marketing
2010 : JUL, VOL. 18:4, p. 303-316 |
| Index terms: | entrepreneurship administration marketing strategy customer relations models |
| Language: | eng |
| Abstract: | This paper aims to present a conceptualisation of entrepreneurial marketing (EM) drawn from recent literature and supported by case evidence from firms leveraging an approach to marketing, explicitly considering the entrepreneur-customer interrelationship (herein as: i-ship). Developed is a model with the entrepreneur and customers and their i-ship as the organisational drivers existing in a wider environment of an organization embracing marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. |
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