Title

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

Document Type

Article

Publication details

McAuley, A 2011, 'Lost or just at a crossroads: is entrepreneurship the way forward for marketing?', Journal of Research in Marketing and Entrepreneurship, vol. 13, no. 2, pp. 161-166.

Published version available from:

http://dx.doi.org/10.1108/14715201111176444

Peer Reviewed

Peer-Reviewed

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.