The Development of Entrepreneurial Marketing

Abstract

There has been a growing interest in the area of entrepreneurial marketing. Both conceptual studies and empirical papers have been published at an increasing frequency in the past three decades. However, this research area remains scattered, with various conceptualizations, definitions, and approaches to researching entrepreneurial marketing proposed in the literature. To help integrate the different thoughts and findings in entrepreneurial marketing, we trace scholarly discussions of entrepreneurial marketing back to the early pioneers in this field, review key ideas and frameworks that have been developed over time, and propose the concept of the Entrepreneurial Marketing Cycle (EMC). The EMC concept incorporates past findings and will help develop future research in entrepreneurial marketing.