Session

Management, Business and Economics

Description

Entrepreneurial marketing is a relatively new concept that has emerged at the intersection of the two very extensively researched fields such as marketing and entrepreneurship. It is considered as a new marketing paradigm that is suitable especially for small and medium-sized enterprises who due to their limited financial and human resources are unable to perform the traditional marketing principles. Having in mind that this research field has not yet sufficiently penetrated the Balkans, this paper will provide some insight into this relatively new concept that has gained the attention of many researchers from all over the world. This paper will explain what is entrepreneurial marketing as well as when, how and why this research field has emerged? Further, the paper will stress the need for entrepreneurial marketing, its characteristics as well as the main differences between entrepreneurial and traditional marketing. This study will also underline the importance of this new marketing paradigm for the success of small and medium-sized enterprises. At the end of the paper, the recommendations for the use of entrepreneurial marketing by SMEs as well as the proposal for future research directions in this field will be presented.

Keywords:

Entrepreneurial Marketing, SMEs, Entrepreneurship, Traditional Marketing, SME Marketing.

Session Chair

Ermal Lubishtani

Session Co-Chair

Bejtush Ademi

Proceedings Editor

Edmond Hajrizi

ISBN

978-9951-550-19-2

First Page

154

Last Page

160

Location

Pristina, Kosovo

Start Date

26-10-2019 1:30 PM

End Date

26-10-2019 3:00 PM

DOI

10.33107/ubt-ic.2019.340

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Oct 26th, 1:30 PM Oct 26th, 3:00 PM

Entrepreneurial Marketing Paradigm-Why it is Important for Kosovar Entrepreneurs?

Pristina, Kosovo

Entrepreneurial marketing is a relatively new concept that has emerged at the intersection of the two very extensively researched fields such as marketing and entrepreneurship. It is considered as a new marketing paradigm that is suitable especially for small and medium-sized enterprises who due to their limited financial and human resources are unable to perform the traditional marketing principles. Having in mind that this research field has not yet sufficiently penetrated the Balkans, this paper will provide some insight into this relatively new concept that has gained the attention of many researchers from all over the world. This paper will explain what is entrepreneurial marketing as well as when, how and why this research field has emerged? Further, the paper will stress the need for entrepreneurial marketing, its characteristics as well as the main differences between entrepreneurial and traditional marketing. This study will also underline the importance of this new marketing paradigm for the success of small and medium-sized enterprises. At the end of the paper, the recommendations for the use of entrepreneurial marketing by SMEs as well as the proposal for future research directions in this field will be presented.