Abstract:
Entrepreneurial Marketing (EM) is an essential concept for today’s small and
medium enterprise (SME) sector as it enables the firms to be more entrepre neurial under limited resources conditions, and uncertain market circumstances.
Although a number of definitions, theories and models have been developed for
this novel concept, still there is no unifying theory or a definition in literature.
Indeedthe concept of Entrepreneurial Marketing (EM) has been developed at the
interface between two distinct sciences: Marketing and Entrepreneurship and it
is widely accepted that EM is a best approach for the growth and survival of
SMEs. Since SME’s marketing approaches are not fit with established traditional
marketing theories and successful SMEs are being able to acquire a competitive
advantage on their unique benefit of “smallness” and the influence of owner or
operator of the business.
The purpose of this paper is to get an insight of “Entrepreneurial Marketing in
small and medium enterprise sector” based on recently published literature in cluding ,journal articles, conference and symposium papers, text books and rel evant websites. Accordingly, this paper brief an evolution of EM concept, an
analysis of the different EM definitions, overview of the conceptual models de veloped in the prescribed area and the conceptual exploration of entrepreneurial
marketing in SME sector.
