Entrepreneurial Marketing

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As Entrepreneurial Marketing treatment special is marketing questions referred for start-ups. The focus of entrepreneurial marketing is on questions of market entry planning, positioning and image building. This also covers marketing aspects in the context of a business start-up . The specialization developed in the context of startup and start-up research in the 1990s.

A distinction must be made between two aspects of entrepreneurial marketing:

  1. Marketing in Entrepreneurship (start-up marketing or marketing for young companies that do not necessarily have to be entrepreneurs )
  2. Entrepreneurship in marketing (entrepreneurial-innovative marketing in established companies, for example through flat hierarchies, unconventional working methods and strong emphasis on corporate identity). In this context, newer forms of communication such as guerrilla marketing , viral marketing and buzz marketing are often referred to as entrepreneurial marketing.

In addition, other strategically important questions are important in the context of entrepreneurial marketing. For example, Gruber, MacMillan & Thompson (2008) show that the choice of market for technology start-ups has a particular effect on success and that founders should therefore try to identify several market opportunities for the technology they have developed before entering the market for the first time.

See also

literature

  • Björn Bjerke, Claes Hultman: Entrepreneurial Marketing: The Growth of Small Firms in the New Economic Era. Edward Elgar, 2002, ISBN 1-84064-912-7 .
  • Bruce Buskirk, Molly Lavik: Entrepreneurial Marketing: Real Stories and Survival Strategies. South-Western Educational Publishing, 2003, ISBN 0-324-15863-7 .
  • D. De: Entrepreneurship - founding and growing small and medium-sized companies. Pearson studies in Boston / San Francisco / Sydney / Madrid / Amsterdam / Munich 2005, ISBN 3-8273-7119-8 .
  • Gabriele Euchner: Success as an entrepreneur. The quality check for the new generation of managers. Market and Technology, 2000, ISBN 3-8272-7017-0 .
  • Marc Gruber: Marketing planning for start-ups. DUV, 2005, ISBN 3-8350-0181-7 .
  • Marc Gruber, IC MacMillan, JD Thompson: Look Before you Leap: Market Opportunity Identification in Emerging Technology Firms. In: Management Science. No. 9, 2008, pp. 1652-1665.
  • Latanya M. Junior: Creating Your Marketing Blueprint in 9 Simple Steps: A Step by Step Probe with Questions That Defines Your Entrepreneurial Purpose and Finds Your Cust. Authorhouse, 2004, ISBN 1-4140-2824-5 .
  • Sascha Kraus, Rainer Harms, Matthias Fink, Dietmar Rößl: Entrepreneurial Marketing: Innovative and entrepreneurial marketing for SMEs and start-up companies. In: Sascha Kraus, Matthias Fink (Ed.): Entrepreneurship - Theory and case studies on start-up, growth and SME management. WUV, Vienna 2008, ISBN 978-3-7089-0258-6 , pp. 94-108.
  • Sascha Kraus, Dietmar Rößl, Matthias Fink: Entrepreneurial Marketing. In: Economics Studies. (WiSt) - magazine for training and university contact, 36th year, 2007.
  • Leonard M. Lodish, Howard Morgan, Amy Kallianpur: Entrepreneurial Marketing. John Wiley & Sons, 2001, ISBN 0-471-38244-2 .
  • Michael Morris: Entrepreneurial Pricing: The Cinderella of Marketing Strategy. Henley Management College, 1995, ISBN 1-897866-84-4 .
  • Marc Rufo: Entrepreneurial Marketing and Strategic Network Theory - Corporate Positioning for Successful Network-Resource Leverage. Hampp. R., Munich 2007, ISBN 978-3-86618-121-2 .
  • Norbert Schulz: Founding a company and entering the market. (Studies in Contemporary Economics). Physica, Heidelberg 1995, ISBN 3-7908-0854-7 .
  • Christine K. Volkmann, Kim Oliver Tokarski: Entrepreneurship - founding and growing young companies. UTB, Stuttgart 2006, ISBN 3-8252-2741-3 , pp. 195-256.

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