Abstract
Being “entrepreneurial” it seems has moved beyond what entrepreneurs do. Confronted with shrinking resources, technologically savvy consumers and a global financial crisis, everyone is asked to be entrepreneurial (i.e. creative, innovative, etc.) in the way they conduct business. If marketing is about value-creation; businesses, organizations and even governments need to reflect on how else value can be derived/created for their stakeholders beyond traditional marketing perspectives.
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© 2015 Academy of Marketing Science
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Morrish, S., Coviello, N., McAuley, A., Miles, M. (2015). Entrepreneurial Marketing: Is Entrepreneurship the Way Forward for Marketing?. In: Dato-on, M. (eds) The Sustainable Global Marketplace. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-10873-5_261
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DOI: https://doi.org/10.1007/978-3-319-10873-5_261
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-10872-8
Online ISBN: 978-3-319-10873-5
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