Journal of Research in Marketing and Entrepreneurship: Volume 12 Issue 2


Table of contents

The art of the entrepreneurial marketer

Ian Fillis

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


Strategic orientation of niche firms

Kjell Toften, Trond Hammervoll

The purpose of this paper is to better understand how strategic orientation guides the marketing strategy and marketing efforts of niche firms, by addressing the questions of…


Opportunity entrepreneurship in the rural sector: evidence from Greece

Leonidas A. Zampetakis, George Kanelakis

Although previous research acknowledges that the process of entrepreneurship is also a regional and a peripheral activity, empirical evidence concerning the personal and…


Entrepreneurial marketing and the Web 2.0 interface

Brian Jones

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…


York's Best Ice Cream Company: building a regional brand

Jefrey R. Woodall, Jay A. Azriel, Gerald Patnode

The purpose of this paper is to present a case study about a young entrepreneur who is attempting to build a regional ice cream empire, similar to that of the Good Humor Company…

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Emerald Publishing Limited

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  • Rosalind Jones