Entrepreneurial Marketing Theory
The integrative areas of knowledge around marketing and entrepreneurship are frequently referred to in most literature as Entrepreneurial Marketing. Amjad et al. (2020) point out that EM has been particularly important for SMEs, especially during start-up and their early phases of growth. Most of the SMEs that have been successful in different markets have embraced high levels of EM activities (Amjad et al., 2020…
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