Digital entrepreneurial marketing: A bibliometric analysis reveals an inescapable need of business schools

Abstract

Economic growth and job creation through entrepreneurship/SME development is the key concern globally. On the other hand, marketing failure in nascent graduates who choose to start entrepreneurial careers is a big problem due to the lack of digital/entrepreneurial marketing skills that are required for the survival and growth of SMEs. A wide range of studies suggest that the major reason for lacking such valuable skills is the pedagogical and practical gaps in the marketing education at business schools (BSs) worldwide. To address this practical problem, I follow the pragmatic paradigm, and perform in-depth bibliometric analysis. I identify that digital marketing is actually an essential part of the entrepreneurial marketing, which leads me to introduce the term ‘Digital Entrepreneurial Marketing’ (DEM). Based on the analysis, I give detailed practical implications to academic authorities at BSs worldwide for the introduction of DEM courses, particularly focusing on SMEs. Further, I show that DEM is practised equally in both developing and developed countries, thus making its learning relevant worldwide. And lastly, I highlight an alarming situation for BSs worldwide regarding their education quality, which needs to be responded timely with the introduction of courses like DEM.