Entrepreneurial marketing: moving beyond marketing in new ventures

Abstract

Abstract: This paper discusses an alternative conceptualization of Entrepreneurial Marketing that can be understood as “marketing with an entrepreneurial mindset”. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualizations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of Entrepreneurial Marketing as the the organizational function of marketing by taking into account innovativeness, risk taking, proactiveness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of Entrepreneurial Marketing by