Entrepreneurial marketing: Hubungan antara entrepreneurship dengan marketing

The term “Entrepreneurial Marketing” (EM) has come to describe the marketing activities of small and new ventures. EM is more than marketing activities with an entrepreneurial mindset, irrespective of firm size or age. First, starting with the pre-suppositional knowledge that entrepreneurship is often conotated with innovativeness and risk-taking, business reality shows that most new ventures are in fact not very innovative, but rather imitative. Most small business entrepreneurs are not very risk-oriented either. In reality, most ventures start with an established business idea in an established market. Second, by label-ling the marketing behavior of all new ventures as “entrepreneurial”, one implies that the marketing activities of larger firms are not. This paper is organized as follows: First, argue that because of the heterogeneous interpretations of both domains – entrepreneurship and marketing – it is difficult to come up with a “standard” definition of EM that is widely agreed upon. Second, argue that the term “entrepreneurial” might be interpreted as a strategic orientation influencing the organizational function of marketing. Thus, “entrepreneurship” is an approach to marketing that embraces the opportunities of the marketplace in terms of an effective implementation of 4P’s tactics by being risk-taking, innovative, and proactive. Then, argue that marketing in new and small ventures faces some challenges that may be overcome with an entrepreneurial approach to marketing, while others may not be. Finally, illustrate the concept of “entrepreneurial marketing” by highlighting the most important entrepreneurial marketing activities pertaining to promotion such as guerrilla marketing, viral marketing, and buzz marketing