Authors: Mohamad Taghi Toghraee, Mehran Rezvani, Mohammad Hassan Mobaraki

and Jahangir Yadollahi Farsi

Abstract

Marketing and Entrepreneurship research streams have flourished in the three decade.  Entrepreneurial marketing (EM), born out of the practice of firms operating in conditions of uncertainty, is emerging as a powerful alternative to cope with the decreasing effectiveness associated with traditional marketing.  In this article, the authors provide a comprehensive review of definition, development, dimension, models and frameworks of EM construct. Also this article offer the theoretical foundations (lens) of entrepreneurial marketing as well as the constructs considered in entrepreneurial marketing research. In total, three type of interest are outlined : First typology of research related to raised and  emergent of entrepreneurial marketing construct (include, definition, Interface, difference between EM versus  traditional  marketing  …),  Second  typology  related  to  development  domain  of  EM construct  (include, dimension of EM, models, frameworks, marketing mix, use theoretical lens, levels of abstract, and EM as a formative construct), and finally typology related to EM as  a robust construct (include, categories of EM, school of thought, contingency approach, EM as a reflective construct and …).

Keywords: Entrepreneurial marketing, EM definition, EM dimension, EM models, Theoretical lens