... research Small businesses Prototype theory Marketing theory Entrepreneurial marketing Fundamental dimensions theory Small businesses have long played a vital role in economic and community growth, yet in recent years, consumer awareness and interest in small businesses have surged (Mills, 2015...

... orientation Marketing theory Marketing strategy While both marketing practitioners and scholars are keen to increase benefits from marketing process, it is only recently that the importance of aligning such benefits for both sellers (firms) and buyers (consumers) systematically has been developed...

...Sussie Morrish; Claes M. Hultman; Gerald E. Hills Purpose The purpose of this paper is to point at some examples where entrepreneurship theory can influence the developments within marketing theory. Design/methodology/approach The authors present conceptual arguments for an increased attention...

.../managers (EOMs) “do” business. Research work Marketing theory Entrepreneurialism Often EOMs gather information intuitively. They may use a variety of apparently unconnected approaches to piece together a picture of market information that serves as a foundation for decision making...

... researcher is using to make a contribution and to be more clear about marketing's role. Finally, future research should look back to small business marketing, which is discussed next. © Emerald Group Publishing Limited 2010 Small to medium‐sized enterprises Entrepreneurialism Marketing theory...

... individualize their application of marketing while the U.S. firms professionalize the function. INTRODUCTION This paper posits as its foundation that U.S. entrepreneurial companies may have an advanced understanding of marketing theory, while U.K. firms have a better contextual approach due to the prevailing...

... within small firms. Is conventional marketing theory and practice from the “classical school” applicable to all types of organisations no matter what their size, or do smaller firms need a different sort of marketing, more suited to their particular needs? The paper concludes that in many cases...