Introduction

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.