Entrepreneurial Marketing

Entrepreneurship is one of the youngest disciplines in the area of business administration. Hence, there is a special need for literature that can be used in teaching and that can serve as a basis for research. This article reviews five textbooks and three research-oriented books on entrepreneurial marketing, which is regarded as one of the key areas of entrepreneurship. As the review shows, there is no textbook that covers all relevant aspects of entrepreneurial marketing in sufficient breadth and depth. Most books are dominated by contents from general marketing, despite the fact that emerging firms face some very specific challenges in their marketing activities. Our review of the research-oriented literature uncovers a need for more detailed studies that address distinct phenomena in entrepreneurial marketing. Thus, this new and vibrant field offers plenty of opportunities to generate important research findings.

Published in:
Die Betriebswirtschaft, 64, 1, 78-100

 Record created 2007-03-08, last modified 2018-03-17

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