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| A Review of the Literature of Entrepreneurial Marketing under the Background of Entrepreneurial Economy |
| JIAO Xiaobo,GUO Chaoyang |
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Abstract Entrepreneurship has become a boom and received increased attentions worldwide since Drucker proposed the concept of entrepreneurial economy. China witnessed great changes since its reform and opening up, suggesting that entrepreneurship has played important roles in China’s economic development. As traditional marketing midlife crisis emerged, and Entrepreneurial Marketing(EM) is less bureaucratic in organizational level, in a dynamic environment it has better adaptability, that can be a source of competitive advantage. This paper reviews the history of Entrepreneurial Marketing research, Introduce the definition of the concept of entrepreneurial marketing, content, dimension and the process of Entrepreneurial Marketing, Finally points out the lack of existing research and the possible directions in future research.
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Received: 22 November 2013
Published: 15 September 2014
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Corresponding Authors:
JIAO Xiaobo
E-mail: xiaobojiao@126.com
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2014, Vol. 
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