Marketing and Entrepreneurship: Implications, Perspectives, and Opportunities for Marketers

Entrepreneurship is a growing phenomenon in the competitive markets. In the past, marketing and entrepreneurship have been regarded as two distinct fields of study. A growing awareness of the importance of entrepreneurship and innovation to marketing, and of marketing to successful entrepreneurship, has recently led to attempts to combine the two disciplines as entrepreneurial marketing. The purpose of this paper is to address entrepreneurship perspectives, differences between small firms and entrepreneurial firms, entrepreneurial marketing processes, determinants of entrepreneurship and its implications for marketing, and finally, opportunities for marketers.

کلیدواژه ها:

Marketing ، Entrepreneurship ، Innovation