Lost or just at a crossroads: Is entrepreneurship the way forward for marketing?

Abstract

Purpose – The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing. Design/methodology/approach – The approach is to reflect on work undertaken in the area and to make some additional contemporary observations. Findings – Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants. Originality/value – This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research. © 2011, Emerald Group Publishing Limited.