Purpose – Previous research has identified and clarified the nature of innovative marketing in small and medium size enterprises (SMEs), providing a list of key constituent elements. While this list of innovative marketing variables goes some way towards explaining the nature of innovative...

Purpose – The purpose of this paper is to consider marketing and its relevance to entrepreneurs and small to medium‐sized enterprises (SMEs), and how entrepreneurs and SMEs owner/managers adapt and use marketing for their specific requirements during the life of an enterprise. Initially, the...