ABSTRACT
This chapter provides a collection of core issues around small and medium entrepreneurship marketing discourse. For developed, as well as developing, countries, small and medium-sized enterprises, as entrepreneurial ventures, are tremendous economic growth contributors. ‘Entrepreneurial marketing’ – which ‘describes the marketing activities of small and new ventures’ – has been lauded as an important issue given its significant role in the economic activities of such firms. The concept of strategic marketing has evolved over the last few decades and has been enhanced by inputs from the domains of marketing, strategic management, and industrial organisation economics. An important marketing variable, customer orientation implies a customer driven business culture that culminates in best value creation for the customer. To fulfil economic growth role, they must embrace customer orientation and critically ensure a suitable strategic marketing approach. The marketing landscape is increasing immensely in dynamism and challenges.
