Framework
Entrepreneurial vs traditional marketing
The question it answers
As an owner of a small, cash-poor firm without the budget for formal research or mass advertising, how should I market differently from a large company?
- Origin
- Stokes, 2000
- Diagram type
- Comparison table
- Level of analysis
- Firm
Diagram
Entrepreneurial vs traditional marketing
| Criterion | Traditional | Entrepreneurial |
|---|---|---|
| Concept | Customer-led | Idea-led, intuitive |
| Strategy | Top-down STP | Bottom-up |
| Methods | Four Ps | Collaboration, word of mouth |
| Market intelligence | Formal research | Informal networks |
Sources
References
Listed A–Z by author surname, Harvard style. A source with a DOI links to https://doi.org/…; one without links to its page or says plainly that it has no DOI.
- Stokes, D. (2000) ‘Putting entrepreneurship into marketing: the processes of entrepreneurial marketing’, Journal of Research in Marketing and Entrepreneurship, 2(1), pp. 1–16.doi:10.1108/14715200080001536Source page