The entrepreneurial marketing mix

Abstract

Purpose

This paper identifies and examine a divergence of philosophies and practice between corporate/traditional marketing (CTM) and entrepreneurial marketing (EM). The paper examines the case of an entrepreneur who also possesses a deep understanding of CTM practices. The purpose of this paper is to learn which set of marketing practices entrepreneurs are likely to privilege.

Design/methodology/approach

This paper is an ethnographic investigation of a marketing entrepreneur: one who possesses a deep understanding of CTM and who is also a successful entrepreneur. Data collection and analysis included participant observation, multiple interviews, and interpretation of textual and video data.

Findings

Entrepreneurs with CTM expertise privilege elements of EM. Rather than relying on the traditional four Ps (product, price, place, and promotion), their marketing strategy and practice is reminiscent of the entrepreneurial four P's (purpose, practices, process, and people). Communication competency is foundational to successful EM.

Practical implications

Entrepreneurs are encouraged to assess their personal situations and identify ways to improve their organizational and interpersonal communication skills and personal contact network processes.

Originality/value

This paper provides a provocative look at how CTM theory and practice are superseded by the creativity, flexibility, and innovation of day‐to‐day entrepreneurship. The paper validates a framework for analysis of marketing practices specific to entrepreneurs.

Citation

Martin, D.M. (2009), "The entrepreneurial marketing mix", Qualitative Market Research, Vol. 12 No. 4, pp. 391-403. https://doi.org/10.1108/13522750910993310