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The Need for Marketing in Entrepreneurship

Journal of Business & Industrial Marketing

ISSN: 0885-8624

Article publication date: 1 March 1992

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Abstract

Considers the need to relate marketing and entrepreneurship in terms of areas such as innovation and product development. Examines the impact that marketing and its sales orientation can have on the creation of wealth and resources, e.g. the focusing of the entrepreneurial spirit to achieve tangible results. Concludes that the development of an entrepreneurial process encompassing specific marketing tools such as product development will maximize a firm′s performance.

Keywords

Citation

Hisrich, R.D. (1992), "The Need for Marketing in Entrepreneurship", Journal of Business & Industrial Marketing, Vol. 7 No. 3, pp. 53-57. https://doi.org/10.1108/08858629210035427

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited