Literature review on administrative marketing vs entrepreneurial Essay

Literature review on administrative marketing vs entrepreneurial marketing - Essay Example This latter form of marketing, also called entrepreneurial marketing, is more about a unique spirit of marketing than a single strategy of marketing, which sets it apart from more administrative or traditional marketing practices. Rather than adhere to the fundamental traditional marketing principles meant for large and generally well-established firms, entrepreneurial marketing uses unorthodox and new practices aimed at gaining market share for the entrepreneurial firm in a crowded market (Ruzzier & Hisrich, 2013: p34). Indeed entrepreneurial firms are more successful as a result of unconventional marketing. Brettel et al (2010: p8) note various points of difference between entrepreneurial marketing and more traditional administration marketing with regards to their management structure, commitment and control of resources, opportunity-recognition and commitment ability, and strategic orientations. Hills et al (2010: p11) concur, noting that the strategic orientation of entrepreneurial marketers showed a strong zeal and commitment to marketing and concluding that successful entrepreneurs do not behave in a sequential or rational manner that administrative marketing theory assumes. Rather, entrepreneurial marketing is always in contact with the market, while the preference of consumers is always in their mind alongside their vision thinking constantly on ways to enhance customer value. Nasution et al (2011: p340) add that entrepreneurial marketing adapts to new competitive advantage opportunities through without being constrained by their conceptualised strategy as administrative marketing tends to do. For entrepreneurs, marketing is viewed as different fragmented factors influencing the performance of sales, instead of comprehensive, coherent, substitutable, and strategic variables of demand, including the marketing mix used in traditional marketing. Most successful entreprene urs often ignore traditional constructs of marketing in their best practices,