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Entrepreneurship in Marketing - Assignment Example

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This essay analyzes entrepreneurship, that can be described as a rapidly emerging concept, especially in case of non-profit public and private sectors. Markets have been observing a growing interest in entrepreneurship and this increase is taking place at a very fast rate…
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Entrepreneurship in Marketing
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Download file to see previous pages The objective of this essay will be to analyze the emerging themes in entrepreneurial marketing. The current status of entrepreneurship will be examined. The essay will also discuss emergence over the years.
According to Morris, Schindehutte, and LaForge (2002), “The concept of entrepreneurial marketing has been used in various ways, and often somewhat loosely.” This confusion arises because of the fact that every term in this concept can in interpreted in a different manner. Thus, it is possible to establish various interrelations which can greatly deviate from people to people and from time to time. These concepts and learning from the entrepreneurial experiences can be understood as new venture marketing or innovative marketing. Apart from the above, entrepreneurial marketing is also being considered as appropriate and preferred business concept in turbulent or emerging markets.
Since its birth and various evolutions, entrepreneurial marketing has been moving on along two different trajectories. The first one is focusing on the marketing behavior of small businesses as well as the behavior of the entrepreneur’s irrespective of the size and objective of the firm (Carson et al., 1995). The second one is assuming that entrepreneurial marketing behavior is available not only in small and newly established ventures but also in bigger and much-established firms too. This concept has gained more favor studying situations where a big company is in a declining stage and creates a positive turn-around situation for the company. This research line has been extensively followed in order to understand the benefits entrepreneurial marketing can provide so that there is the positive influence on the overall creativity and innovativeness of contemporary marketing practices, especially implemented by larger and more established firms.  ...Download file to see next pages Read More
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