Table of contents - Special Issue: Entrepreneurial marketing: is entrepreneurship the way forward for marketing?
Guest Editors: Sussie Morrish
Entrepreneurial marketing: a strategy for the twenty‐first century?
Sussie C. MorrishThe purpose of this paper is to present the author's view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times.
Influence from entrepreneurship in marketing theory
Claes M. Hultman, Gerald E. HillsThe purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory.
Entrepreneurship's relevance to marketing
Morgan P. Miles, Stuart Crispin, Chickery J. KasoufThe purpose of this paper is to better define the contribution of entrepreneurship to the advancement of marketing thought.
Entrepreneurial and SME marketing
Audrey GilmoreThe purpose of this paper is to consider marketing and its relevance to entrepreneurs and small to medium‐sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers…
Contextual marketing: A conceptualisation of the meaning and operation of a language for marketing in context
Jonathan H. Deacon, Jackie HarrisThe purpose of this paper is to propose a conceptualisation of the components of contextual marketing (CM), in light of the outcome of the Charleston Summit, through the…
Lost or just at a crossroads: is entrepreneurship the way forward for marketing?
Andrew McAuleyThe purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing.
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ISSN:
1471-5201Online date, start – end:
1999Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Rosalind Jones