Construct · 1 fields · 1 citations

entrepreneurial marketing: a standalone construct

One name. One construct. A landmark on the map.

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Marketing

proactive identification and exploitation of opportunities to acquire and keep profitable customers through innovative, risk-taking marketing.

In marketing, entrepreneurial marketing refers to proactive identification and exploitation of opportunities to acquire and keep profitable customers through innovative, risk-taking marketing. This meaning comes from Morris (2002) in Journal of Marketing Theory and Practice.[1]

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Nearby constructs

exploitation6 fields · 6 citationsjingle · one word, six constructs identification6 fields · 9 citationsjingle · one word, six constructs practice3 fields · 4 citationsjingle · one word, three constructs

References

Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial Marketing: A Construct for Integrating Emerging Entrepreneurship and Marketing Perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19. https://doi.org/10.1080/10696679.2002.11501922

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