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The art of the entrepreneurial marketer

Ian Fillis (Marketing Division, University of Stirling, Stirling, UK)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 31 August 2010




The focus of this paper is the interrogation of an artistic approach with the purpose of understanding entrepreneurial marketing.


This is a conceptual paper although the evaluation is grounded in prior quantitative and qualitative research in entrepreneurial marketing, creativity and art.


An artistic approach to understanding entrepreneurial marketing matches the way in which the owner/manager behaves in practice by constructing a personalised approach to doing marketing.

Research limitations/implications

The paper calls for more creative ways of understanding entrepreneurial marketing. This involves more experimentation in research methodology. The experimental approach also mirrors entrepreneurial marketing practice.

Practical implications

The outcomes address existing theory versus practice gaps so that a more meaningful understanding of entrepreneurial marketing practice can be obtained through the re‐imagining of the entrepreneurial marketer as an artist.


This is an under‐utilised approach to understanding entrepreneurial marketing. The approach matches the wider calls for artistic methods in the wider management academy.



Fillis, I. (2010), "The art of the entrepreneurial marketer", Journal of Research in Marketing and Entrepreneurship, Vol. 12 No. 2, pp. 87-107.



Emerald Group Publishing Limited

Copyright © 2010, Emerald Group Publishing Limited

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