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List of Contributors=ix

About the Editors=xiii

A Foreword : Qualitative Recollections / Gerald E. Hills ; Claes M. Hultman=xvii

An Introduction to Entrepreneurial Marketing : Global Perspectives / Zubin Sethna ; Rosalind Jones ; Paul Harrigan=xxi

Part A. Perspectives of Entrepreneurial Marketing

1. Entrepreneurship and Marketing Interface Research―A Synopsis and Evaluation / Audrey Gilmore ; Andrew McAuley ; Damian Gallagher ; David Carson=3

2. The Interrelationships Between Entrepreneurial Experience, Explanatory Style, Effectuation, and Entrepreneurial Self-Efficacy / Chickery J. Kasouf ; Sussie C. Morrish ; Morgan P. Miles=23

3. Contextual Marketing (CM) / Jonathan H. Deacon ; Jacqueline Harris=45

4. The Role of Marketing Rational and Natural Business Start-Ups / Björn Bjerke ; Claes M. Hultman=63

5. Entrepreneurial Marketing Orientation in SMEs / Rosalind Jones ; Mari Suoranta=89

6. Globalization of Markets : Implications for the Entrepreneurial Firm in the 21st Century / Can Uslay ; Sengun Yeniyurt ; Olivia F. Lee=111

7. Opportunity and the Entrepreneurial Marketer / Michael H. Morris ; Blakley Davis ; Adam Mills ; Leyland F. Pitt ; Pierre Berthon=127

8. Entrepreneurial Capital and Networks / Eleanor Shaw=147

9. Are We Going Around in Circles? Diasporic SMEs : A Conceptual Pattern in the Field of Entrepreneurial Networks / Zubin Sethna=165

Part B. Approaches to Entrepreneurial Marketing

10. Market Creation as an Entrepreneurial Marketing Process / Jenny Darroch ; Sussie C. Morrish ; Jonathan H. Deacon ; Morgan P. Miles=179

11. Innovative Marketing in SMEs : An "APT" Conceptualization / Michele O'Dwyer ; Audrey Gilmore=199

12. Social Media, Customer Relationship Management, and SMEs / Paul Harrigan=221

13. Word of Mouth to Word of Mouse : Social Media and the Entrepreneur / David Stokes ; Chloë H. Nelson=243

14. Does Branding Matter to Start-Ups? Challenges and Opportunities / Fang Wan ; Amitava Chattopadhyay ; Daniel Sun=259

15. The Soloist in Entrepreneurial Marketing / Peter Fraser=269

About the Authors=285

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Entrepreneurial marketing : global perspectives 이용현황 표 - 등록번호, 청구기호, 권별정보, 자료실, 이용여부로 구성 되어있습니다.
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Marketing and Entrepreneurship have, until quite recently, remained two quite independent scholarly domains. In 2002, Morris et al. provided a definition of Entrepreneurial Marketing as, "an integrative construct for conceptualising marketing in an era of change, complexity, chaos, contradiction, and diminishing resources, and one that will manifest itself differently as companies age and grow. It fuses key aspects of recent developments in marketing thought and practice with those in the entrepreneurship area into one comprehensive construct."

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