ENTREPRENEURIAL MARKETING: APA, MENGAPA, DAN BAGAIMANA?

Abstract

Entrepreneurial Marketing (EM), born from the practice of companies operating in conditions of
uncertainty. EM emerged as an alternative to overcome the decline in the effectiveness of conventional
marketing. It is our hope that the set of perspectives presented in this article will enhance the new
outlook on EM. EM discussions tied to the context of SMEs or newly established companies are deemed
inadequate. EM can be applied either to small, medium, or big business. As for many previous studies
that explain that the dominant EM in SME studies is more appropriately positioned as a theoretical base.