Entrepreneurial marketing and the Web 2.0 interface

Abstract

Purpose

The paper aims to analyse the relationship between marketing and entrepreneurship. It looks at the way in which Web 2.0 technologies are changing the marketing and entrepreneurial landscapes.

Design/methodology/approach

The paper explores the impact of Web 2.0 social media for entrepreneurial marketing. It looks at social media as a marketing tool and considers the positive and negative effects it has for entrepreneurs and small businesses.

Findings

Web 2.0 plays a central part in the functioning and delivery of marketing and entrepreneurship. It empowers individual consumers and provides additional communication channels for comment, feedback, and involvement in shaping product and service development and experience. It is also a tool for human empowerment, liberation and advancing the cause of freedom, including the freedom to start a business.

Originality/value

The paper discusses issues of “real‐world” relevance, which entrepreneurs, small business owners and marketing practitioners can use to inform and develop their practice. It argues that Web 2.0 can be used to liberate and further emancipate consumers and further the cause of entrepreneurship.

Citation

Jones, B. (2010), "Entrepreneurial marketing and the Web 2.0 interface", Journal of Research in Marketing and Entrepreneurship, Vol. 12 No. 2, pp. 143-152. https://doi.org/10.1108/14715201011090602