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Lost or just at a crossroads: is entrepreneurship the way forward for marketing?

Andrew McAuley (Southern Cross University, Lismore, Australia)

Journal of Research in Marketing and Entrepreneurship

ISSN: 1471-5201

Article publication date: 18 October 2011

Abstract

Purpose

The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing.

Design/methodology/approach

The approach is to reflect on work undertaken in the area and to make some additional contemporary observations.

Findings

Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants.

Originality/value

This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research.

Keywords

Citation

McAuley, A. (2011), "Lost or just at a crossroads: is entrepreneurship the way forward for marketing?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 No. 2, pp. 161-166. https://doi.org/10.1108/14715201111176444

Publisher

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Emerald Group Publishing Limited

Copyright © 2011, Emerald Group Publishing Limited