Development of Entrepreneurial Marketing: A Theory-Based Qualitative Analysis

Abstract

Marketing today is more complex than ever before, with companies facing challenges such as market segmentation, saturation and the daily storm of “novelty” sweeping the market. Traditional marketing models are less adaptable to the new competition arising in the market, while entrepreneurial marketing integrates elements of both marketing and entrepreneurial management, making it more adaptable and at the same time enabling companies to better seize new opportunities and thus less likely to be eliminated and mobilize resources in a dominant market position. Entrepreneurial marketing has evolved rapidly in the past decade, but scholars have held different views on the definition of EM. . In this regard, the purpose of this paper is to analyze the development, application, dimensions and differences between entrepreneurial marketing theory and traditional marketing based on previous studies, and to discuss the significance of EM for the development of SMEs.