Entrepreneurship and Marketing

Martin Carter

in The Oxford Handbook of Entrepreneurship

Published in print May 2008 | ISBN: 9780199546992
Published online September 2009 | e-ISBN: 9780191577383 | DOI:

Series: Oxford Handbooks in Business and Management C

Entrepreneurship and Marketing

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Entrepreneurship and marketing are intimately related. This article examines their relationship from three perspectives, the market process perspective, the marketing perspective, and the perspective of the entrepreneurial firm. These provide complementary insights into the connections between the two concepts. The article briefly considers definitions of entrepreneurship and marketing. It then discusses the three complementary perspectives in turn. The final section provides a summary and identifies areas for further research.

Keywords: market process perspective; marketing perspective; entrepreneurship; entrepreneurial firm perspective; entrepreneurship and marketing

Article.  9297 words. 

Subjects: Entrepreneurship

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