TOC: Entrepreneurial Mar


Entrepreneurial Marketing, Global Perspectives, Book by Zubin Sethna, Rosalind Jones and Paul Harrigan


Zubin Sethna, University of Bedfordshire, UK
Rosalind Jones, University of Birmingham, UK
Paul Harrigan, University of Western Australia, Australia


Professor Gerald Hills, Professor Claes Hultman

Preface: An Introduction to the Book

Zubin Sethna, Rosalind Jones, Paul Harrigan

PART A – Perspectives Of Entrepreneurial Marketing

Chapter 1 – Entrepreneurship and Marketing interface research- a synopsis and evaluation

Prof Audrey Gilmore – University of Ulster, Prof Andrew McCauley – Southern Cross University, Dr Damian Gallagher – University of Ulster, Emeritus Professor David Carson

Chapter 2 – The interrelationships between entrepreneurial experience, explanatory style, effectuation and entrepreneurial self-efficacy

Prof Chickery J Kasouf – Worcester Polytechnic Institute, Dr Sussie Morrish – University of Canterbury, Prof Morgan Miles – University of Tasmania

Chapter 3 – Contextual marketing (CM)

Dr Jonathan Deacon – University of Wales, Newport, Jackie Harris – University of Wales, Newport

Chapter 4 – The Role of Marketing Rational and Natural Business Start-ups

Prof Bjorn Bjerke – Linnaeus University, Claes Hultman – Orebro University

Chapter 5 – Entrepreneurial Marketing Orientation in SMEs

Dr Rosalind Jones – University of Birmingham, Dr Mari Suoranta – University of Jyvaskyla Chapter 6 – Globalization of Markets Implications for the Entrepreneurial firm in the 21st Century

Prof Can Uslay – Rutgers University, Prof Sengun Yeniyurt – Rutgers University, Dr Olivia Lee – Northwest University

Chapter 7 – Opportunity and Entrepreneurial Marketing

Prof Michael Morris – Oklahoma State University, Blakely Davis – Oklahoma State University, Adam Mills – Simon Fraser University, Prof Leyland Pitt – Simon Fraser University, Prof Pierre Berthon – Bentley University

Chapter 8 – Entrepreneurial Capital and Networks

Prof Eleanor Shaw – University of Strathclyde

Chapter 9 – Are we going around in circles? Diasporic SMEs: a conceptual pattern in the field of Entrepreneurial networks

Zubin Sethna – University of Bedfordshire PART B – Approaches to Entrepreneurial Marketing

Chapter 10 – Market Creation as an Entrepreneurial Marketing Process

Prof Jenny Darroch – Claremont Graduate University, Dr Sussie Morrish – University of Canterbury, Dr Jonathan Deacon – University of Wales, Newport, Prof Morgan Miles – University of Tasmania

Chapter 11 – Innovative Marketing in SMEs – An ‘APT’ conceptualisation

Dr Michele O’Dwyer – University of Limerick, Prof Audrey Gilmore – University of Ulster

Chapter 12 – Social Media, Customer Relationship Management and SMEs

Dr Paul Harrigan – University of Western Australia

Chapter 13 – Word of Mouth to Word of Mouse: Social Media and the Entrepreneur

Prof David Stokes – University of Kingston, Chloe H Nelson – Nelson’s Eye Patch

Chapter 14 – Does Branding matter to Start-ups? Challenges and Opportunities

Prof Fang Wan – University of Manitoba, Prof Amitava Chattopadhyay – INSEAD, Daniel Sun – University of British Columbia

Chapter 15 – The Soloist in Entrepreneurial MarketingDr Peter Fraser – University of Hertfordshire

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