Marketing and Entrepreneurship: Research Ideas and Opportunities


The book begins with a rich collection of five articles on the nature of entrepreneurship and its relationship to marketing. This may be the single best array of definitional perspectives ever written, in part because leading contributors to the debate have returned to the task. The second section focuses on market opportunity, but rather than only looking at market analysis and idea screening, there is also ground-breaking work regarding entrepreneurial opportunity identification and opportunity recognition. Marketing strategy and each of the marketing mix areas are addressed in separate chapters with particular attention to the uniquenesses of marketing in new enterprises as compared to mature, larger firms. The final section of the book may be the most intriguing, with attention to entrepreneurship in international markets and less developed countries, as well as the role of new and smaller enterprises in job generation. The audiences for this book include marketing, management and entrepreneurship professors, PhD candidates, public policy makers, intellectually curious business owners and others.

Additional information

Includes content by:
  • Neil C. Churchill
  • Daniel F. Muzyka
  • William B. Gartner
  • David M. Gardner
  • Jonathan C. Huefner
Publisher: Place of publication:
  • Westport, CT
Publication year:
  • 1994


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