Introduction

Ian Fillis, Nicholas Telford

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Abstract

The editors set out the rationale for the demand for this Handbook, tracing development of marketing and entrepreneurship as seemingly separate disciplines before assessing how both share a number of common aspects under the umbrella of entrepreneurial marketing. This shared domain is a useful lens with which to deal with the theory versus practice gap and where creative methodologies can be adopted in understanding individual, group and firm behaviours. The editors also provide an overview of each chapter within each part of the Handbook.
Original languageEnglish
Title of host publicationHandbook of Entrepreneurship and Marketing
EditorsIan Fillis, Nicholas Telford
Place of PublicationCheltenham
PublisherEdward Elgar Publishing
Chapter1
Pages2-16
Number of pages15
ISBN (Electronic)9781785364570
ISBN (Print)9781785364563
DOIs
Publication statusPublished - 21 Jul 2020

Keywords

  • disciplinarity
  • introduction
  • entrepreneurship
  • marketing
  • summary

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