Edited by Ian Fillis and Nick Telford
Chapter 17: Mindful entrepreneurial marketing for small and medium enterprises
Unable to break through an increasingly competitive clutter, traditional marketing has managed to do “less with more” and is increasingly less effective. In contrast, entrepreneurial marketing (EM) does more with less (or in some cases negligible) resources and generates very high return on investment (ROI). However, in its quest for ROI, EM can also create negative consequences such as distasteful, unethical, deceptive or covert campaigns, and excessive consumption. The value and potential of investigating the role of mindfulness at the marketing and entrepreneurship interface has been pointed out by numerous scholars. In this chapter, the authors examine the impact of mindful entrepreneurial marketing (MEM) in the context of small and medium enterprises (SMEs). They provide a literature review of mindfulness, EM, MEM, and crowdfunding, which can be a hybrid of the two. They present a typology of marketing and entrepreneurship, and extract and discuss propositions. The chapter concludes with managerial and research implications.
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