This paper considers how marketing can be made more appropriate in entrepreneurial contexts by proposing a conceptual model of the processes of marketing as undertaken by entrepreneurs. Although marketing is a key factor in the survival and development of business ventures, a number of entrepreneurial characteristics seem to be at variance with marketing according to the textbook. These include over‐reliance on a restricted customer base, limited marketing expertise, and variable, unplanned effort. However, entrepreneurs and small business owners interpret marketing in ways that do not conform to standard textbook theory and practise. An examination of four key marketing concepts indicates ways in which entrepreneurial marketing differs from traditional marketing theory. Entrepreneurs tend to be “innovation‐oriented”, driven by new ideas and intuitive market feel, rather than customer oriented, or driven by rigorous assessment of market needs. They target markets through “bottom‐up” self‐selection and recommendations of customers and other influence groups, rather than relying on “top‐down” segmentation, targeting and positioning processes. They prefer interactive marketing methods to the traditional mix of the four or seven “P’s”. They gather information through informal networking rather than formalised intelligence systems. These processes play to entrepreneurial strengths and represent marketing that is more appropriate in entrepreneurial contexts, rather than marketing which is second best due to resource limitations.

Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing

http://sgounaris.yolasite.com/resources/IMO-JBR.pdf

Internal-market orientation and its measurement

The effect of market orientation on buyer–seller relationship satisfaction

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut‐throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. Aims to analyse the concept, basic issues and different methods of applying this marketing strategy.

Niche Marketing Revisited: Concept, Applications and Some European Cases

Energy efficiency: The role of technological innovation and knowledge spillover

Attempts to reach some meaningful conclusions on the issue of why market orientation practice and research in general started later in Europe than in North America. With the aid of a literature review in the field of marketing in general and European history in particular and by studying the historical roots of the concept, the author attempts to understand the historical, social, political, technological and cultural reasons why market

Dissemination of market orientation in Europe

Considers the European Community, which will be transformed into an internal Euromarket in 1993 by combining several elements of both national and international markets. Attempts to analyse the Euromarket as a global marketplace with all enabling conditions for globalization.

Euromarketing: Charting the Map for Globalization

Essential elements for a niche marketing strategy include positioning, profitability, distinctive competencies, small market segments, adherence to the marketing concept, relationship marketing practices, and building company reputation based on long-term mutual benefit with its customers. Small firms must incorporate these ideas and become guerilla marketers to compete successfully in markets dominated by much larger companies (the gorillas). This article reviews the basics of niche marketing and offers strategic insights for companies of all sizes.

Niche Marketing Principles

The mass markets of previous decades have splintered into smaller market segments or niches, in which companies could be safer from cut-throat competition and explore new market opportunities. Although part of a positioning strategy, niche marketing may be used as a deliberate marketing strategy to create “safe havens” and business opportunities for many companies. This paper aims to analyze the basic issues, different methods and ways of applying the niche marketing approach.

Tevfik Dalgic

Papers

Niche Marketing Revisited: Concept, Applications and Some European Cases

Dissemination of market orientation in Europe

Euromarketing: Charting the Map for Globalization

Niche Marketing Principles

Niche Marketing Revisited: Theoretical and Practical Issues