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International Proactive Marketing

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International Proactive Marketing
Abstract. Entrepreneurial Marketing (EM) is a theoretical construct at the nexus between marketing and entrepreneurship, with a relatively long existence – over thirty years - but insufficiently developed. Entrepreneurial thinking, which is nonlinear, creative and avoids predictions, contradicts the traditional marketing model. Thus a “divorce” appears between marketing theory - which emphasizes managerial marketing behavior- and marketing practice in entrepreneurial firms. The purpose of this paper is to conceptually define EM through integration of different perspectives of marketing, management and entrepreneurship. This conceptual paper used a critical review of the most representative articles from international marketing and entrepreneurship journals. This paper presents a brief history of EM evolution and an analysis of the most common definitions. It clarifies the differences between EM and small business marketing, based on the differences between entrepreneurs and small business owners. Keywords: effectual logic, Entrepreneurial Marketing (EM), entrepreneurial marketing competencies, MarketingEntrepreneurship Interface (MEI), network.

ENTREPRENEURIAL MARKETING: A NEW APPROACH FOR CHALLENGING TIMES

Daniela IONIŢĂ
Academy of Economic Studies, Bucharest 6 Romană Square, 1st district, Bucharest, Romania Email: daniela.ionita@ymail.com

Management & Marketing Challenges for the Knowledge Society (2012) Vol. 7, No. 1, pp. 131-150

Management & Marketing

1. Introduction
Entrepreneurial Marketing (EM) is a concept that was developed at the interface between two sciences – marketing and entrepreneurship – almost thirty years ago. While Marketing-Entrepreneurship Interface (MEI) has attracted researchers not only from marketing and entrepreneurship, but also from economy, psychology and sociology, the evolution of this construct is still underdeveloped. There are a variety of definitions, specific principles in this area are missing, practical tools



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