Handbook of Entrepreneurship and Marketing
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Handbook of Entrepreneurship and Marketing

Edited by Ian Fillis and Nick Telford

This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship.
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Chapter 17: Mindful entrepreneurial marketing for small and medium enterprises

Ahmet Bayraktar, Emine Erdogan, Can Uslay and Olivia F. Lee

Abstract

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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