Journal of Research in Marketing and Entrepreneurship: Volume 4 Issue 2

Dreams, Schemes and Castles: Can Entrepreneurial Input Benefit A Heritage Tourism Resource?

Sharon Barbour, Andrew Turnbull

This paper examines the integration of entrepreneurial thinking and the elements of marketing strategy in attracting visitors to Grampian region’s castles, focusing specifically…

Promoting Entrepreneurship for Economic Development: A Cross‐Cultural Analysis of Student Attitudes

Can Uslay, Richard D. Teach, Robert G. Schwartz

Globalization, and more recently the dot‐com era, has increased worldwide interest in new business development. As a result, having an international perspective on the study of…

Shaping up word of mouth marketing strategy: the case of an independent health club

David Stokes, Sameera Ali Syed, Wendy Lomax

Owner‐managers of small businesses invariably cite word of mouth recommendations as the principal way in which they attract new customers. Marketing theory is under‐developed in…

Small Firm Marketing Theory and Practice: Insights From The Outside

Ian Fillis

Previous work by the author has focused on examining the limitations of the marketing concept and its associated frameworks, processes and prescriptions focusing on a planned…