Effect of Entrepreneurial Marketing Practices
Author(s) : Dr. Mathew Jacob, Sreeharivishnu S. SVolume & Issue : VOLUME 5 / 2017 , ISSUE 1
Page(s) : 27-32
Abstract
Entrepreneurial Marketing (EM) is a concept that was developed at the interface between two sciences – marketing and entrepreneurship – almost thirty years ago. While Marketing Entrepreneurship Interface (MEI) has attracted researchers not only from marketing and entrepreneurship, but also from economy, psychology and sociology, the evolution of this construct is still underdeveloped. Growth in any MSE is important, bearing in mind the high level of competition within the industry. The purpose of the study was to assess the role of Entrepreneurial marketing in the growth of the beauty parlours in Kottayam. The general objective of this study was to discuss the perception and behaviour of entrepreneurs and to evaluate various EM Practices adopted by them in Kottayam Town. The target population of the study was the beauty parlour owners. Convenience sampling was used as a technique of collecting the data. 50 beauty parlours were taken as the sample population. The research design adopted was descriptive research. Primary data were collected through interview method. The study revealed that all the entrepreneurs adopted EM practices. Relationship marketing was the major marketing strategy adopted by them. Enhancing and retaining relation with basic customers were the important techniques used by them in relationship marketing.
Keywords
Marketing, Entrepreneurial Marketing, Relationship Marketing
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