Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship / created by Sussie C Morrish, Morgan P Miles and Jonathan H. Deacon

By:

Morrish, Sussie. C [author]

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Material type: Text

TextSeries: Journal of Strategic Marketing ; Volume18 , number 4,Abingdon: Taylor and Francis 2010-Content type:

text

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unmediated

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volume

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Summary: The purpose of this paper is to present a conceptualization of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.

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Holdings
Item type	Current library	Call number	Vol info	Status	Notes	Date due	Barcode
Journal Article	Main Library - Special Collections	HF5413.13 JOU (Browse shelf(Opens below))	Vol.18, No. 4 pages 303-317	Not for loan	For in-house use only

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The purpose of this paper is to present a conceptualization of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.

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