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 28: Concluding discussion and future directions

Nicholas Telford and Ian Fillis

Abstract

Concluding the Handbook of Entrepreneurship and Marketing this chapter offers an overview of the main emergent themes from the 26 chapters of the Handbook. Following a discussion on the scope and disciplinary context of entrepreneurship and marketing the main part themes of the Handbook are considered in more detail, starting with scene-setting that evokes history and innovation in the field with reference to the authorpreneur. Next, small and medium-sized enterprise (SME) strategy and networks are established; followed by contemporary developments in entrepreneurship and marketing practice; innovative approaches to understanding entrepreneurial marketing; and finally, a substantive part on entrepreneurial marketing and the arts and cultural industries. The editors conclude the Handbook with a number of suggestions for future research directions initiated by the various contributing authors focusing on alternative narratives in business research and the potential for innovative methodologies and perspectives to understand theory and practice within the field of entrepreneurship and marketing.

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