The marketing – entrepreneurship interface at corporate level has generated many debates and studies in the last two decades, both in marketing and entrepreneurship fields. Certain elements of marketing orientation and approach may be used in the development of entrepreneurial processes, while entrepreneurial orientation and behaviour enhance the marketing performance of a company which operates in a dynamic environment. This paper presents the concept of entrepreneurial marketing, a proposed entrepreneurial marketing model, as well as the partial result of a preliminary test of this model.
The marketing entrepreneurship and the SMEs competitiveness (78.7 KiB, 8,646 hits)
