A Review on the Evolution and Definition of Entrepreneurial Marketing
International Journal of Academic Research in Business and Social Sciences
The differences and interface between Marketing and Entrepreneurship have been discussed and developed over the past thirty years. During the past three decades, Marketing and Entrepreneurship research streams have prospered. The aim of this paper is to discuss the evolution of entrepreneurial marketing (EM). Entrepreneurial marketing (EM) resulted from firms operating in conditions of uncertainty in which this embryonic tool acted as a powerful alternative to the decreasing effectiveness of
... effectiveness of traditional marketing. Using a Literature Review approach for defining EM, and researching the evolution of EM, this article provides an inclusive review of history, its milestones and the development of the definition of Entrepreneurial Marketing. Correspondingly, this article provides the theoretical foundations of entrepreneurial marketing as well as the plausible constructs to be considered in future entrepreneurial marketing research. The historical perspective of the evolution of EM is presented and some significant chronologies are identified. This paper provides future researchers with a summary of how EM has evolved into a potential new school of marketing thought and offers several significant notes that should stimulate future research in EM.