Entrepreneurial Marketing – 4Ps Approach in MSME Industrial Clusters of Karnataka

Abstract

Historically speaking, Many scholars though argue marketing and entrepreneurship as has been looked upon as a something what distinct and unreasonable relationship components, unrelated to each other, However, several the studies argue in favour of done till today have contributed to collate interlinking these two disciplines. In the last two decades, efforts have been made to theoretically as well as empirically Studies have also identified and evaluated the relationships between these two fields, which has led to the emergence of new area of theoretically as well as practically. In the last two decades, a new area of marketing is identified and, focused, and called known as “Entrepreneurial Marketing”. Entrepreneurial Marketing has grown both as a discipline as well as a subject in various management schools. Entrepreneurial Marketing helps the firms to adopt bold postures in changing the business environment. Entrepreneurial Marketing is originates from two major discipline’s, namely, Entrepreneurship and Marketing. Entrepreneurial Firms, Commonly as owner -managed firms, have the characteristics of Opportunity Focus, Pro-activeness, Customer Intensity, Risk Taking, Innovation, Resource Leveraging and Value Creation which are seen similar to Dimensions of Entrepreneurial Marketing identified by various scholars/academicians over a period of time. The aim of this paper is to bring out the origin and development of Entrepreneurial Marketing, How the definitions of Entrepreneurial marketing and its dimensions have changed over a period, and measuring dimensions of Entrepreneurial Marketing in MSME Entrepreneurial Firms along with 4Ps in selected Industrial Clusters of Karnataka.