The Evolution and Development of Entrepreneurial Marketing
梳理了创业营销的历史演变，分析了中小企业营销行为的实证证据，并对比了创业营销与传统行政营销的差异，为未来研究提供了方向。
The purpose of this paper is to discuss the evolution of entrepreneurial marketing (EM). First an historical perspective of the evolution of EM is offered and some central incidents are identified. Further, empirical indications of small and medium-sized firm marketing behavior are reported and analyzed. Some distinctive differences between EM and administrative focused marketing are identified. This paper provides future scholars with a summary of how EM has evolved into a potential new school of marketing thought and offers several issues that should stimulate future research in EM.