THE EVOLUTION OF ENTREPRENEURIAL MARKETING THEORY (EM)

This work analyzes the entrepreneurial marketing (EM) theory its evolution and the dimensions available to measure EM. Entrepreneurial marketing theory was developed as the combination of the two main disciplines of marketing and entrepreneurship. Researchers and academics have been debating entrepreneurial marketing theory for thirty years. At first it was considered as an ideal marketing concept and strategy to improve the marketing activities and business performance of small and medium-sized enterprises. Nowadays as consumers customers and marketers we live in a small planet and use different types of buying and selling methods. This digital era allows us to experience globalization and international marketing. Until now the global market is made up of different types and sizes of business organizations that generate the ultimate power to manage the market and its rivalry. At present it is declared as an enthusiastic business development factor to achieve progressive levels of business life cycles without considering the size of the business unit. Our aim in this paper is to analyze the development of entrepreneurial marketing theory based on past literature.