Title: Entrepreneurial marketing: moving beyond marketing in new ventures

Authors: Sascha Kraus, Rainer Harms, Matthias Fink

Addresses: University of Liechtenstein, Furst-Franz-Josef-Strasse, LI-9490 Vaduz, Liechtenstein. ' University of Twente, NIKOS, Postbus 217, NL-7500 AE Enschede, The Netherlands; Klagenfurt University, IUG, Universitatsstr. 65-67, A-9020 Klagenfurt, Austria. ' Vienna University of Economics and Business Administration, RiCC, Augasse 2-6, A-1090 Vienna, Austria

Abstract: This paper discusses an alternative conceptualisation of entrepreneurial marketing that can be understood as |marketing with an entrepreneurial mindset|. By combining the definition of marketing of the American Marketing Association (AMA) and two conceptualisations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), we arrive at a definition of entrepreneurial marketing as the organisational function of marketing by taking into account innovativeness, risk taking, pro-activeness and the pursuit of opportunities without regard for the resources currently controlled. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. We illustrate the concept of entrepreneurial marketing by highlighting guerrilla marketing, buzz marketing and viral marketing.

Keywords: entrepreneurship; entrepreneurial marketing; buzz marketing; guerrilla marketing; viral marketing; innovation management; new business ventures; American Marketing Association; AMA; entrepreneurial orientation; entrepreneurial management; risk management; proactive strategies.

DOI: 10.1504/IJEIM.2010.029766

International Journal of Entrepreneurship and Innovation Management, 2010 Vol.11 No.1, pp.19 - 34

Available online: 02 Dec 2009 *

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