Entrepreneurial Marketing in Small and Medium Enterprises: A Conceptual Reappraisal of Theory, Practice, and the Boundaries of the 4Ps Framework
Keywords:
Entrepreneurial marketing, Small and medium enterprises, 4Ps, Opportunity recognition, Innovation, Resource leverageAbstract
Entrepreneurial marketing has developed as a unique area that bridges entrepreneurship and marketing, but its foundational ideas are often unclear. Traditional marketing models rely on structured planning, stable market conditions, and formal research. In contrast, small and medium-sized businesses frequently face uncertainty, limited resources, and shifting customer expectations. This paper revisits the theoretical foundations of entrepreneurial marketing, clarifying its main aspects and examining its connection to traditional marketing ideas. Special attention is given to the classic 4Ps framework in the context of modern small businesses, where decision-making is usually informal, intuitive, and driven by opportunity. Drawing on recent studies from entrepreneurship, strategic marketing, and innovation, the paper suggests a model that views entrepreneurial marketing as a process influenced by recognizing opportunities, using resources effectively, building customer relationships, and experimenting adaptively. This model builds on existing research by highlighting the relationship between how entrepreneurs think, market changes, and the abilities of firms. The paper ends with suggestions for developing theory and future research paths.
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Copyright (c) 2026 Hajirah Farooq, Kennedy Oberhiri Obohwemu, Maimoona Khalid Aziz, Syeda Morsheda Sogra, Syeda Faiza Sogra, Tina Puri, Madiha Hassan, Olumuyiwa Abiodun, Fidelis Evwiekpamare Olori, Charles Leyman Kachitsa, Kingsley Chimaobi Akabuokwu, Festus Ituah, Eddy Eidenehi Esezobor
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