Entrepreneurial marketing: acknowledging the entrepreneur and customer-centric interrelationship

Sussie Morish, Morgan Miles, Jonathan Deacon

    Research output: Contribution to journalArticlepeer-review


    The purpose of this paper is to present a conceptualisation of entrepreneurial marketing drawn from recent developments in literature and supported by case evidence from firms leveraging an approach to marketing that explicitly considers the entrepreneur/customer interrelationship. The paper develops a model that puts the entrepreneur and customers and their interrelationship as the organisational drivers that exist in a wider environment of an organisation that embraces marketing augmented by a collection of non-traditional opportunity focused marketing strategy and tactics. Propositions are offered to stimulate and guide subsequent research efforts.
    Original languageEnglish
    Pages (from-to)303-316
    JournalJournal of Strategic Marketing
    Issue number4
    Publication statusPublished - 23 Jun 2010


    • entrepreneurial marketing
    • administrative marketing
    • entrepreneur/customer interrelationship


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