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Journal of Research in Marketing and Entrepreneurship
Emerald Article: Entrepreneurial marketing: a strategy for the twenty-first century? Sussie C. Morrish

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To cite this document: Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 Permanent link to this document: http://dx.doi.org/10.1108/14715201111176390 Downloaded on: 17-12-2012 References: This document contains references to 35 other documents To copy this document: permissions@emeraldinsight.com This document has been downloaded 1413 times since 2011. *

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Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390 Sussie C. Morrish, (2011),"Entrepreneurial marketing: a strategy for the twenty-first century?", Journal of Research in Marketing and Entrepreneurship, Vol. 13 Iss: 2 pp. 110 - 119 http://dx.doi.org/10.1108/14715201111176390

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JRME 13,2

Entrepreneurial marketing: a strategy for the twenty-first century? Sussie C. Morrish
College of Business and Economics, University of Canterbury, Christchurch, New Zealand Abstract
Purpose – The purpose of this paper is to present the author’s view of the role of entrepreneurial marketing (EM) as a strategy to address the dynamic marketing environment of recent times. Design/methodology/approach – The author reflects on some significant marketing changes and provides some contemporary example of companies that have successfully adopted EM approaches and challenged traditional marketing wisdom. Findings – EM is best conceived not as a nexus between marketing and entrepreneurship, but as an augmented process, where both the entrepreneur and the customer are the core actors, co-creating value within the marketing environment. Originality/value – While this is an opinion piece, the paper provides evidence of how EM can be adopted and applied by entrepreneurial firms and challenges marketers to create and control their own-marketing environment. Keywords Entrepreneurship, Marketing, Entrepreneurial marketing, Market orientation, Marketing strategy Paper type Viewpoint

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Journal of Research in Marketing and Entrepreneurship Vol. 13 No. 2, 2011 pp. 110-119 q Emerald Group Publishing Limited 1471-5201 DOI 10.1108/14715201111176390

Introduction Like most emerging fields of research, entrepreneurial marketing...
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