Kewirausahaan Pemasaran (Entrepreneurial Marketing) pada Usaha Kecil dan Menengah: Sebuah Kajian Konseptual

Abstract

This paper initiated the development of entrepreneurial marketing concepts towards the concept of marketing entrepreneurship. Refer to pre-existing research that addresses entrepreneurial orientation, market orientation, innovation orientation, and customer orientation. This paper proposes a conceptual framework for marketing entrepreneurship that identifies model components, where there is one other slice. This model implicitly shows that marketing in SMEs is related to other activities and behaviors in small businesses, and to understand marketing, it is important to understand the context, especially in relation to customer involvement, innovation, and entrepreneurial approaches to marketing