Lost or just at a crossroads: is entrepreneurship the way forward for marketing?

The purpose of this paper is to reflect on whether entrepreneurship is the way forward for marketing.

The approach is to reflect on work undertaken in the area and to make some additional contemporary observations.

Together, both entrepreneurship and marketing offer the opportunity to develop unique and tailored solutions to consumers' needs and wants.

This viewpoint has value in its contribution to stimulating thinking and debate about future directions for research.