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