The art of the entrepreneurial marketer

Citation

Fillis I (2010) The art of the entrepreneurial marketer. Journal of Research in Marketing and Entrepreneurship, 12 (2), pp. 87-107. https://doi.org/10.1108/14715201011090576

Abstract
Purpose - The focus of this paper is the interrogation of an artistic approach with the purpose of understanding entrepreneurial marketing. Design/methodology/approach - This is a conceptual paper although the evaluation is grounded in prior quantitative and qualitative research in entrepreneurial marketing, creativity and art. Findings - An artistic approach to understanding entrepreneurial marketing matches the way in which the owner/manager behaves in practice by constructing a personalised approach to doing marketing. Research limitations/implications - The paper calls for more creative ways of understanding entrepreneurial marketing. This involves more experimentation in research methodology. The experimental approach also mirrors entrepreneurial marketing practice. Practical implications - The outcomes address existing theory versus practice gaps so that a more meaningful understanding of entrepreneurial marketing practice can be obtained through the re-imagining of the entrepreneurial marketer as an artist. Originality/value - This is an under-utilised approach to understanding entrepreneurial marketing. The approach matches the wider calls for artistic methods in the wider management academy.

Keywords
Arts; Entrepreneurialism; Marketing

Journal
Journal of Research in Marketing and Entrepreneurship: Volume 12, Issue 2