Entrepreneurial marketing: moving beyond marketing in new ventures

Abstract

This paper discusses an alternative conceptualisation 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 conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness 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 highlighting guerrilla marketing, buzz marketing and viral marketing. © 2010 Inderscience Enterprises Ltd.