The Development of Entrepreneurial Marketing

Authors

  • Jun Yu University of Louisiana Monroe
  • Joyce Zhou University of Louisiana Monroe

DOI:

https://doi.org/10.33423/jmdc.v17i1.5906

Keywords:

marketing development, entrepreneurial marketing, history of entrepreneurial marketing, entrepreneurship, marketing

Abstract

There has been a growing interest in the area of entrepreneurial marketing. Both conceptual studies and empirical papers have been published at an increasing frequency in the past three decades. However, this research area remains scattered, with various conceptualizations, definitions, and approaches to researching entrepreneurial marketing proposed in the literature. To help integrate the different thoughts and findings in entrepreneurial marketing, we trace scholarly discussions of entrepreneurial marketing back to the early pioneers in this field, review key ideas and frameworks that have been developed over time, and propose the concept of the Entrepreneurial Marketing Cycle (EMC). The EMC concept incorporates past findings and will help develop future research in entrepreneurial marketing.

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Published

2023-03-22

How to Cite

Yu, J., & Zhou, J. (2023). The Development of Entrepreneurial Marketing. Journal of Marketing Development and Competitiveness, 17(1). https://doi.org/10.33423/jmdc.v17i1.5906

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