Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

H. Morris, Michael; Schindehutte, Minet; W. LaForge, Raymond

doi:10.1080/10696679.2002.11501922

Public

Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives

Published in The Journal of Marketing Theory and Practice • Oct 1, 2002

Authors:

Michael H. Morris

Minet Schindehutte

Raymond W. LaForge

Abstract

The purpose of this paper is to critically explore the construct of entrepreneurial marketing (EM). This term is used as an integrative conceptualization that reflects such alternative perspectives as guerrilla marketing, radical marketing, expeditionary marketing, disruptive marketing and others. S...

Subject

Conceptualization

Marketing

Construct (python library)

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