The Entrepreneurial Approach in Marketing Cover Image

Abordarea antreprenoriala in marketing
The Entrepreneurial Approach in Marketing

Author(s): Florin Foltean
Subject(s): Economy
Published by: Editura Economica
Keywords: entrepreneurship; entrepreneurial market orientation; marketing; organizational learning.

Summary/Abstract: 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 behavior 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.

  • Issue Year: 2007
  • Issue No: 1
  • Page Range: 71-78
  • Page Count: 8
  • Language: Romanian