A discursive approach to entrepreneurial marketing: integrating academic and practice theory

This paper proposes a conceptual entrepreneurial marketing model, integrating academic and practice theory. Based upon abstract, generalized and explicit theoretical concepts, this paper is the first to integrate an implicit, intuitive and tacit resource of practice within a single conceptual model and theoretical equation. Theoretical underpinnings are developed from a newly conceptualized definition of entrepreneurial marketing, perspectives on the emerging nature of entrepreneurial marketing, and models of application of entrepreneurial marketing. Practice based underpinnings are based upon the proactive, innovative and risk-taking entrepreneurship marketing initiatives. The proposed model and equation facilitates post graduate entrepreneur students toward establishing high growth ventures.