Description
Book SynopsisThis timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as innovation, strategy and networking for SMEs, social media and crowdfunding, and entrepreneurial marketing in the arts, including a focus on the growing phenomenon of cultural entrepreneurship.
Scholars and postgraduate students in entrepreneurship and marketing, and particularly those working on the intersections between them, will find this Handbook an invaluable read. Its examination of the efficacy of various practices will also be of great interest to marketing professionals and entrepreneurs themselves.
Contributors include: C. Ball, A. Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E. Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L. Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B. Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner, O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S. Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S. Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C. Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E. Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M. Suoranta, N. Telford, P. Tjabbes, C. Uslay
Trade Review‘The Handbook of Entrepreneurship and Marketing
is a welcome addition to the growing interest in the theory and practice of marketing by executives of small and medium enterprises. This volume is a timely resource for academics as it contributes to the literature while advancing our knowledge of the expanding field of entrepreneurial marketing.’ -- Claude Cellich, Journal of Euromarketing
'Fillis and Telford have compiled interesting entrepreneurial marketing content from a wide variety of scholars. The chapters on networking, crowdfunding, social media, storytelling, and software are on-target in today's entrepreneurial world, as is the intermingling of social entrepreneurship through discussions of mindful thinking. Add to that the focused chapters on arts and culture, and I was quickly immersed in exploring how entrepreneurship and marketing intertwine in today's fast-paced world of pivoting quickly.' --Victoria Crittenden, Babson College, US
'This book gives you everything you need to know about entrepreneurial marketing. It is unique in that it describes the latest trends in entrepreneurial marketing, such as crowdfunding, social entrepreneurship, and entrepreneurship in the arts and cultural industries, while also prescribing the latest techniques for us to go out there and explore entrepreneurial marketing for ourselves, such as narratives, storytelling, and the 4S model. This synthesis is a catalyst for any researcher or practitioner in the field.' --Paul Harrigan, The University of Western Australia
Table of ContentsContents: Part I Introduction and Setting the Scene 1. Introduction to the Edward Elgar Research Handbook of Entrepreneurial Marketing (EM) Ian Fillis and Nicholas Telford 2. Dante Leave Homer Without It: On Epics, Umbras and Authorpreneurs. Stephen Brown and Anthony Patterson. Part II SME Strategy and Networking 3. SME Marketing Networking Audrey Gilmore 4. Entrepreneurial Marketing and Networks - the Interactional Dynamics of Entrepreneur and Network Management Briga Hynes and Maria Kelly 5. Entrepreneurial Marketing Strategy, Orientations and Networks Rosalind Jones and Mari Suoranta 6. Strategy in Small Firms Darryl Cummins. Part III Contemporary Developments in Entrepreneurial Marketing practice 7. The Use of Crowdfunding by Environmental Entrepreneurs: Is it All About Cash? Suzanne Mawson and Christopher Ball 8. The Wicked Problem of Social Media and Entrepreneurial Marketing Brian Jones 9. Capturing the Spirit of Social Entrepreneurship: From a Mother to Another Elaine Ritch and Anne M.J. Smith 10. Far from a Madding Crowd: Crowdfunding Possibilities and Pitfalls Elaine Ramsey, Emer Gallagher, Andrew Kincaid and Sharon Loane 11. Operating at the Margins of Illegal Entrepreneurial Markets: Situating ‘Rogue Shopkeepers’ at the SME and Criminal Interface Robert Smith and Liz Frondigoun 12. Rapidly Internationalising Small Firms: Are Human Resources the Missing Part of the Puzzle? Towards an understanding of the implications for International Entrepreneurship (IE) Research and Practice Sharon Loane and Trevor Morrow Part IV Innovative Approaches to Understanding Entrepreneurial Marketing 13. The Use of a Narrative Methodology in Small Firm Research Jonathan H. Deacon and Elizabeth Lloyd-Parkes 14. Aesthetic Leadership in the Small Firm Ian Fillis and Jonathan E. Schroeder 15. Serendipity, Effectuation, Entrepreneurial Marketing and Fast Growth Entrepreneurial Firms Saeed Mirvahedi and Sussie C. Morrish 16. Entrepreneurial Marketing and The 4S Model: Strategy, Serendipity, Storytelling, Software Kaye Nightingale and Zubin Sethna 17. Mindful Entrepreneurial Marketing for Small and Medium Enterprises Ahmet Bayraktar, Emine Erdogan, Can Uslay and Olivia F. Lee 18. ‘I just hate selling myself’: The Challenges of Selling for the Owner Manager (OM) and Soloist Peter J. Fraser and Iain S. Fraser 19. Entrepreneurship, Marketing and the Multicultural: The Case of a European Union Erasmus+ Project Nicholas Telford and Veronika Gustafsson Part V Entrepreneurial marketing and the arts and cultural industries 20. Entrepreneurship and marketing in the film industry. Finola Kerrigan, Ngan (Emily) Luong and Roger Shannon. 21. Institutionalizing Entrepreneurs – The Case of Brazil’s Forum for Cultural Rights Victoria L. Rodner and Pieter Tjabbes 22. Dark magi: tales of improvisation, transposition and intellectual cross-pollinations Noel Dennis and Michael Macauley 23. The role of effectuation and entrepreneurial marketing in the creation of a new art venture Kim Lehman, Ian Fillis and Morgan P. Miles 24. Blockbusters and entrepreneurial marketing: Critics’ perspectives on meaning making Ruth Rentschler 25. International Entrepreneurial Marketing in the Publishing Industry Rachel Noorda 26. Entrepreneurial marketing in the context of strategic management/marketing of arts organizations Theresa A. Kirchner, John B. Ford and Sandra Mottner 27. Lucky Breaks: Unpicking the intersectionalities at play in artistic careers Chloe Preece and Nicholas Telford Part VI Concluding Thoughts 28. Handbook of Entrepreneurship and Marketing: Concluding Discussion and Future Directions Nicholas Telford and Ian Fillis.
