Routledge Entrepreneurial Marketing: Unpacked

Research in the field of Entrepreneurial Marketing (EM) has been growing steadily since the annual conference on ’Research at the Marketing/Entrepreneurship Interface’ was introduced in North America in 1987. There is evidence to testify to the fact that new business ventures face several specific marketing challenges that cannot be dealt with simply by looking at findings from traditional marketing. The reality is that many of these new enterprises result in very high infancy ’mortality rates’. The marketing/entrepreneurship interface has therefore developed a substantial body of literature over the last two decades or so but there is confusion over the exact definition of EM; whether it refers to marketing practice by small firms or whether it is the application of entrepreneurship philosophy in marketing, size regardless. In his book Entrepreneurial Marketing, Nick Amwata presents unique perspectives on this debate and offers a blend of two discrete management areas; marketing and entrepreneurship. The book delves not only into the conceptualization but also the operationalization of EM in such a way that it becomes easy to readily implement. The chapters include contemporary real-life stories and insights from a wide spectrum of entrepreneurs and business leaders and there are exercises at the end of each chapter to reinforce learning, This will fill a gap in the existing literature and be of benefit to students, innovative business owners, corporate leaders as well as new and experienced marketing managers.