The Bloomsbury Handbook of Entrepreneurial Marketing
The Bloomsbury Handbook of Entrepreneurial Marketing
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Description
A series of diverse insights from emerging and established researchers contribute to this comprehensive volume.
Occupying a cross-disciplinary domain and integrating the respective fields of entrepreneurship and marketing, this edited collection of contributed chapters on Entrepreneurial Marketing presents a range of theoretical, conceptual and empirical insights, future trends and critical evaluations.
The Bloomsbury Handbook of Entrepreneurial Marketing begins with a series of reflection chapters written by established scholars on how the field has evolved over their careers and on the multiple schools of thought within current scholarship. This is followed by expert contributions on the current state of the interface, where value is to be gained from a diverse range of topics such as Entrepreneurial Marketing in the era of AI and technological development, sustainability and corporate social responsibility, Entrepreneurial Marketing in unconventional settings, and explorations of the dark side of the subject. The final section looks to the future, highlighting key avenues to facilitate further research and carefully outlining that which scholars can unpack to continue broadening existing knowledge of Entrepreneurial Marketing.
A truly international collection of industry-specific insights from researchers in the UK, India, Saudi Arabia, Canada, US, Australia, New Zealand and Finland contribute to this handbook on the past, present and future of the Entrepreneurial Marketing interface.
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Table of Contents
1. An overview of the entrepreneurial marketing literature and an introduction to the handbook, James M. Crick and David Crick
2. Why most marketers are not entrepreneurial, Michael H. Morris
Part two: Learning, education and history
3. Entrepreneurial marketing as a multilevel learning journey for nascent entrepreneurs, Nora Anessi and Daniela Corsaro
4. Entrepreneurship education as aspirational marketing in Nigerian higher education: Shaping identity, intentions, and employability, Nick Telford, Inimfon Umoren and Dina Modestus Nziku
5. Historical insight into the use of entrepreneurial marking by women artists, Ian Fillis
Part three: Sustainability and social commerce
6. Radical Davids in a world of Goliaths: Conceptualizing social entrepreneurial marketing, Chinmoy Bandyopadhyay
7. Entrepreneurial marketing as market shaping within sustainability-oriented marketing systems: Advancing human flourishing, Alison McGregor
8. Sustainability and entrepreneurial marketing: Bridging innovation with environmental responsibility, Nadia Zahoor, Nabeel Khalid and Umair Manzoor
9. Entrepreneurial marketing and the Sustainable Development Goals, Wesley Friske
10. Entrepreneurial marketing practices of owner-managers with triple bottom line goals, James M. Crick, David Crick, Edwin Ferrer-Romero, Wadid Lamine and Martine Spence
Part four: Technology, social media and AI
11. The role of entrepreneurial marketing in social media influencing, Andrea Reid, Sandra Moffett and Audrey Gilmore
12. The dark side of influence: Human and virtual influencers in entrepreneurial fashion marketing and consumer manipulation, Daniella Ryding, Gianpaolo Vignali, Bingqian Bai and Eddie Chen
13. Entrepreneurial marketing in the era of AI and sustainability: Towards a capability-based framework, Suhail Ghouse
14. Entrepreneurial adoption of AI: Will it help or hinder?, Elizabeth Heyworth-Thomas and Rebecca Jones
15. Entrepreneurial marketing, social media, and firm performance on women-Led micro-business, Arum Prasastiand Noreen Siddiqui
16. Entrepreneurial marketing behaviour under persistent platform uncertainty: A typology of uncertainty opening and resource, Mia Cheng and Anouk De Regt
17. Building, testing, and shipping growth ideas through conversational speed: Vibe coding for marketing entrepreneurs, Hugh Pattinson and Suresh Sood
Part five: Internationalisation
18. The internationalisation of the marketing/entrepreneurship interface, James M. Crick and David Crick
19. Born-global firms: A new taxonomy and definition, Can Uslay
20. Relationship marketing and entrepreneurial marketing as kindred spirits: Insights from international service SMEs, Kevin Ibeh, Brynn Deprey and Karise Hutchinson
Part six: Networks and stakeholders and value chains
21. Entrepreneurial marketing in designed environments: How incubators shape value co-creation, resource leveraging, and networking, Sjard Braun and Mari Suoranta
22. Multidimensional trust transference in entrepreneurial SME triads: The brokerage, mediation, and coalition dynamics, Sara Galehbakhtiari
23. Entrepreneurial pitching and investor engagement across the IPO journey, Namrata Manchiraju, Robert E. Morgan and Kerry Hudson
24. Entrepreneurial marketing processes and agrifood value chain resilience, Lawrence Bonney, Andrew Terhorst, Huu Van Nguyen, Le Phi Khanh Ho, Xuan Ba Nguyen, Quang Dung Truong, Thi Da Thao Nguyen, Tran Cao Uy, Van Nam Le, Thi Nga Do, Quang Hanh Tran, The Hue Pham, Tan Khanh Truong, Nam Ha Duong, Rajendra Prasad Adhikari and Morgan P. Miles
Part seven: Entrepreneurial marketing strategies
25. Entrepreneurial marketing in business recovery, Sussie Morrish
26. Entrepreneurial luxury marketing in contemporary prestige markets, Areej Alhouli and Sussie Morrish
27. Investigating the relationship between slack resources and SME financial performance: The role of entrepreneurial marketing, Soroush Saadat and Aliasghar Aliakbari
28. Navigating the product existence continuum: A framework for marketing strategies across stages of product development, Terrence Brown, Mana Farshid and Emily Christley
29. Entrepreneurial marketing agility: The kinetic mindset of value creation, Nasser Alqahtani, Kwabena Frimpong and Laiba Ali
30. The shadow side of entrepreneurial marketing, Linden Dalecki
Index
Product details
| Published | 15 Apr 2027 |
|---|---|
| Format | Ebook (Epub & Mobi) |
| Edition | 1st |
| Pages | 688 |
| ISBN | 9781350593718 |
| Imprint | Bloomsbury Academic |
| Series | Bloomsbury Handbooks |
| Publisher | Bloomsbury Publishing |
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