Studying the Concept andDimensions of Entrepreneurial Marketing and its Effect on Small and Medium Enterprises

Complex and rapid changes in recent decades has led the developed and developing countries consider Small and Medium Enterprises (SMEs) as a platform for achieving development goals such as economic development. The results indicate that that many factors are effective on formation and strengthening of SMEs, meanwhile, many scholars and experts have a special emphasis on the entrepreneurial marketing and regard it as one of the most important determinants of businesses survival. Given the importance of the issue, the main objective of this article which is based on an extensive review of theoretical and empirical literature and library resources, was to study of the concept and dimensions of entrepreneurial marketing and its effect on SMEs. The results showed that entrepreneurial marketing is a new and interdisciplinary paradigm that it can overcome the limitations of traditional marketing through innovation and customer-orientation and results in creating value for the customer. Literature review showed that the most important dimensions of entrepreneurial marketing included risk- taking, pioneering, opportunity-focused, value creation, innovation, customer orientation and leverage of resources. Also, findings indicated that entrepreneurial marketing is an integral part of the success of SMEs and considers as a key factor in improving the performance of SMEs, therefore, reluctance to the use of entrepreneurial marketing leads to low levels of performance and failure in SMEs.