Front Cover -- Entrepreneurial Marketing: Global Perspectives -- Copyright Page -- Contents -- List of Contributors -- About the Editors -- A Foreword: Qualitative Recollections -- Part A: Perspectives of Entrepreneurial Marketing -- 1. Entrepreneurship and Marketing Interface Research - A Synopsis and Evaluation -- 1.1. Introduction -- 1.2. Differing Perspectives at the Interface -- 1.3. Overview of Research Methodologies at the Interface -- 1.4. Research Methods and Gathering Information at the Interface -- 1.5. Pedagogy and Teaching at the Interface -- 1.6. International Perspectives -- 1.7. Illustration of Research at the Interface: 12 Years of JRME Publications -- 1.8. Conclusion -- References -- 2. The Interrelationships Between Entrepreneurial Experience, Explanatory Style, Effectuation, and Entrepreneurial Self-Efficacy -- 2.1. Introduction -- 2.2. Self-Efficacy and Entrepreneurship -- 2.3. Experience: Entrepreneurial Outcomes and the Creation of Human and Social Capital -- 2.4. Explanatory Style as the Moderator of Experience and Entrepreneurial Self-Efficacy -- 2.5. Experience and Entrepreneurial Self-Efficacy -- 2.6. Effectuation Logic -- 2.7. Propositions -- 2.8. Conclusion and Discussion -- References -- 3. Contextual Marketing (CM) -- 3.1. Introduction -- 3.2. Conceptual Antecedence -- 3.3. Contextual Lexicography -- 3.4. Extant Literature at the Interface -- 3.5. Marketing in Context -- 3.6. Language and Linguistic Content -- 3.7. The Language of Marketing in Context -- 3.8. Conclusion -- References -- 4. The Role of Marketing Rational and Natural Business Start-Ups -- 4.1. The Narrow and the Broad View of Entrepreneurship -- 4.2. Rational and Natural Entrepreneurial Start-Ups -- 4.3. The Narrow and the Broad View of Marketing -- 4.4. The Role of Marketing in Different Business Start-ups -- 4.5. Conclusion -- References.

5. Entrepreneurial Marketing Orientation in SMEs -- 5.1. Introduction -- 5.2. Strategic Orientations and SMEs -- 5.3. The EMO Conceptual Model -- 5.4. The EMICO Framework -- 5.5. EMO Comparisons Between Silicon Valley, US, and Wales, UK -- 5.6. Discussion and Conclusion -- References -- 6. Globalization of Markets: Implications for the Entrepreneurial Firm in the 21st Century -- 6.1. Introduction -- 6.2. The Driving Forces of Globalization -- 6.3. Globalization Process -- 6.4. Marketing and Strategy Implications for Entrepreneurship and Small Business -- References -- 7. Opportunity and the Entrepreneurial Marketer -- 7.1. Introduction -- 7.2. What Is an Opportunity? -- 7.3. Sources and Types of Opportunities -- 7.4. Are Opportunities Identified or Created? -- 7.5. Core Properties of Opportunities: Temporality, Dynamism, and Emergence -- 7.6. The Nature of Opportunity Emergence -- 7.7. Facilitating Emergence -- 7.8. The Creation of Opportunities -- 7.9. Opportunity and Entrepreneurial Marketing -- 7.10. Opportunity Assessment -- 7.11. Conclusions and Implications -- References -- 8. Entrepreneurial Capital and Networks -- 8.1. The Entrepreneurial Process -- 8.2. Entrepreneurship in Context -- 8.3. Entrepreneurial Resources -- 8.4. Interactions Between Forms of Capital -- 8.5. Forms of Capital and Entrepreneurship Research -- 8.6. Entrepreneurial Networks -- 8.7. Social Networks Theory -- 8.8. Entrepreneurial Networks as an Important Entrepreneurial Marketing Resource -- 8.9. Research Gaps and Future Directions -- References -- 9. Are We Going Around in Circles? Diasporic SMEs: A Conceptual Pattern in the Field of Entrepreneurial Networks -- 9.1. Introduction -- 9.2. Historical Lessons and Current Applications -- 9.3. Ethnicity as a Conceptual Culture Emulsifier -- 9.4. Cultural Values, Absorption, and Multi-Local Identities -- 9.5. Trust.

9.6. The Diasporic SME Typology -- 9.7. Conclusion -- Acknowledgments -- References -- Part B: Approaches to Entrepreneurial Marketing -- 10. Market Creation as an Entrepreneurial Marketing Process -- 10.1. Introduction -- 10.2. What Is a Market and How Are Markets Created? -- 10.3. What Do We Teach in Marketing? -- 10.4. An Alternative Perspective - A Dynamic Approach to Market Creation -- 10.5. Conclusion -- References -- 11. Innovative Marketing in SMEs: An ''APT'' Conceptualization -- 11.1. Introduction -- 11.2. Characteristics of SME Marketing -- 11.3. Characteristics of Innovation in Business -- 11.4. Innovative Marketing in SMEs -- 11.5. TAPE Conceptualization of Innovative Marketing: An exploration -- 11.6. Innovative Marketing - APT -- 11.7. Conclusion -- References -- 12. Social Media, Customer Relationship Management, and SMEs -- 12.1. SME Marketing -- 12.2. Social CRM -- 12.3. Social CRM in SMEs -- 12.4. Customer Relationship Performance -- 12.5. Research -- 12.6. The State of Play -- 12.7. Discussion, Conclusions, and Implications -- References -- 13. Word of Mouth to Word of Mouse: Social Media and the Entrepreneur -- 13.1. The Evolution of Entrepreneurial Marketing -- 13.2. The Influence of the SME Environment on Marketing -- 13.3. Word of Mouth Marketing -- 13.4. Marketing Theory Overlooks WOM -- 13.5. Influencing WOM -- 13.6. ''Word of Mouse'' Marketing -- 13.7. Conclusion -- References -- 14. Does Branding Matter to Start-Ups? Challenges and Opportunities -- 14.1. Introduction -- 14.2. Brand Strategy is Business Strategy -- 14.3. The Branding Opportunity for Entrepreneurs -- 14.4. The Importance of External Branding for Sustainable Growth -- 14.5. The Ying and Yang of Internal and External Branding -- 14.6. Summary and Conclusions -- References -- 15. The Soloist in Entrepreneurial Marketing -- 15.1. Introduction: The Context.

15.2. Nature and Status -- 15.3. Who Am I Now? -- 15.4. How Do they Carry their Work Out? -- 15.5. What Kind of Business Activities Do They Represent? -- 15.6. ''It's Not What You Know, It's Who You Know'': The Value of Networking -- 15.7. How They Learn to Do What They Do -- 15.8. The Nature of Solo Working -- 15.9. How Do They Obtain Work? Promotional Activity -- 15.10. Where Do They Look for Advice and Assistance? -- 15.11. What Attitudes and Behavior Do They Encounter among Others? -- 15.12. Conclusions -- Acknowledgment -- References -- About the Authors.