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Full Description
This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as innovation, strategy and networking for SMEs, social media and crowdfunding, and entrepreneurial marketing in the arts, including a focus on the growing phenomenon of cultural entrepreneurship.
Scholars and postgraduate students in entrepreneurship and marketing, and particularly those working on the intersections between them, will find this Handbook an invaluable read. Its examination of the efficacy of various practices will also be of great interest to marketing professionals and entrepreneurs themselves.
Contributors include: C. Ball, A. Bayraktar, S. Brown, D. Cummins, J.H. Deacon, N. Dennis, E. Erdogan, I. Fillis, J.B. Ford, I.S. Fraser, P.J. Fraser, L. Frondigoun, E. Gallagher, A. Gilmore, V. Gustafsson, B. Hynes, B. Jones, R. Jones, M. Kelly, F. Kerrigan, A. Kincaid, T.A. Kirchner, O.F. Lee, K. Lehman, E. Lloyd-Parkes, S. Loane, M. Macaulay, S. Mawson, M.P. Miles, S. Mirvahedi, S.C. Morrish, T. Morrow, S. Mottner, E.L. Ngan, K. Nightingale, R. Noorda, A. Patterson, C. Preece, E. Ramsey, R. Rentschler, E. Ritch, V.L. Rodner, J.E. Schroeder, Z. Sethna, R. Shannon, A.M.J. Smith, R. Smith, M. Suoranta, N. Telford, P. Tjabbes, C. Uslay
Contents
Contents:
Part I Introduction and Setting the Scene
1. Introduction to the Edward Elgar Research Handbook of Entrepreneurial Marketing (EM)
Ian Fillis and Nicholas Telford
2. Dante Leave Homer Without It: On Epics, Umbras and Authorpreneurs.
Stephen Brown and Anthony Patterson.
Part II SME Strategy and Networking
3. SME Marketing Networking
Audrey Gilmore
4. Entrepreneurial Marketing and Networks - the Interactional Dynamics of Entrepreneur and Network Management
Briga Hynes and Maria Kelly
5. Entrepreneurial Marketing Strategy, Orientations and Networks
Rosalind Jones and Mari Suoranta
6. Strategy in Small Firms
Darryl Cummins.
Part III Contemporary Developments in Entrepreneurial Marketing practice
7. The Use of Crowdfunding by Environmental Entrepreneurs: Is it All About Cash?
Suzanne Mawson and Christopher Ball
8. The Wicked Problem of Social Media and Entrepreneurial Marketing
Brian Jones
9. Capturing the Spirit of Social Entrepreneurship: From a Mother to Another
Elaine Ritch and Anne M.J. Smith
10. Far from a Madding Crowd: Crowdfunding Possibilities and Pitfalls
Elaine Ramsey, Emer Gallagher, Andrew Kincaid and Sharon Loane
11. Operating at the Margins of Illegal Entrepreneurial Markets: Situating 'Rogue Shopkeepers' at the SME and Criminal Interface
Robert Smith and Liz Frondigoun
12. Rapidly Internationalising Small Firms: Are Human Resources the Missing Part of the Puzzle? Towards an understanding of the implications for International Entrepreneurship (IE) Research and Practice
Sharon Loane and Trevor Morrow
Part IV Innovative Approaches to Understanding Entrepreneurial Marketing
13. The Use of a Narrative Methodology in Small Firm Research
Jonathan H. Deacon and Elizabeth Lloyd-Parkes
14. Aesthetic Leadership in the Small Firm
Ian Fillis and Jonathan E. Schroeder
15. Serendipity, Effectuation, Entrepreneurial Marketing and Fast Growth Entrepreneurial Firms
Saeed Mirvahedi and Sussie C. Morrish
16. Entrepreneurial Marketing and The 4S Model: Strategy, Serendipity, Storytelling, Software
Kaye Nightingale and Zubin Sethna
17. Mindful Entrepreneurial Marketing for Small and Medium Enterprises
Ahmet Bayraktar, Emine Erdogan, Can Uslay and Olivia F. Lee
18. 'I just hate selling myself': The Challenges of Selling for the Owner Manager (OM) and Soloist
Peter J. Fraser and Iain S. Fraser
19. Entrepreneurship, Marketing and the Multicultural: The Case of a European Union Erasmus+ Project
Nicholas Telford and Veronika Gustafsson
Part V Entrepreneurial marketing and the arts and cultural industries
20. Entrepreneurship and marketing in the film industry.
Finola Kerrigan, Ngan (Emily) Luong and Roger Shannon.
21. Institutionalizing Entrepreneurs - The Case of Brazil's Forum for Cultural Rights
Victoria L. Rodner and Pieter Tjabbes
22. Dark magi: tales of improvisation, transposition and intellectual cross-pollinations
Noel Dennis and Michael Macauley
23. The role of effectuation and entrepreneurial marketing in the creation of a new art venture
Kim Lehman, Ian Fillis and Morgan P. Miles
24. Blockbusters and entrepreneurial marketing: Critics' perspectives on meaning making
Ruth Rentschler
25. International Entrepreneurial Marketing in the Publishing Industry
Rachel Noorda
26. Entrepreneurial marketing in the context of strategic management/marketing of arts organizations
Theresa A. Kirchner, John B. Ford and Sandra Mottner
27. Lucky Breaks: Unpicking the intersectionalities at play in artistic careers
Chloe Preece and Nicholas Telford
Part VI Concluding Thoughts
28. Handbook of Entrepreneurship and Marketing: Concluding Discussion and Future Directions
Nicholas Telford and Ian Fillis.
