Entrepreneurial Marketing As An Enabler Of Small Business Ventures

ABSTRACT This research will discuss the concept of Entrepreneurial Marketing as an enabler of small business development and growth with special focus on the Nigerian movie and music industry. On the surface entrepreneurial marketing can be understood as “marketing with an entrepreneurial mindset”. By a combination of the definition of marketing by the American Marketing Association (AMA) and two conceptualizations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), a definition of Entrepreneurial Marketing as the organizational function of marketing by taking int…