Collinson, E.M. and Shaw, E. (2001) Entrepreneurial marketing : a historical perspective on development and practice. Management Decision, 39 (2). pp. 761-767.
Download (51kB) | Preview
Entrepreneurial marketing is a term which is receiving increasing use. It essentially encompasses two very distinct areas of management: marketing and entrepreneurship. This article is dedicated to exploring the emergence of this area of theory, its history and the current developments in the interface between these two areas. Scholars from both the worlds of marketing and entrepreneurship have long identified similarities in the key issues concerning both. Recent years have seen the emergence of increased study in the area of overlap between the two disciplines. Academics working in this field are undertaking research in a number of key areas, namely entrepreneurial management, networking and the resource and skills implications of adopting an entrepreneurial approach to marketing activities. This research has now built up into a sizeable body of literature and this article introduces the reader to the essence of this research and identifies its usefulness in viewing many areas of management.
|Keywords:||competences, entrepreneurialism, marketing, networking, Marketing. Distribution of products, Business, Management and Accounting(all), Management Science and Operations Research|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing
Strathclyde Business School
|Depositing user:||Strathprints Administrator|
|Date Deposited:||25 Jan 2008|
|Last modified:||18 Jun 2015 08:31|
Actions (login required)