Review of Contemporary Business Research

Assessment of Entrepreneurial Marketing Practices among Small and Medium Scale Enterprises in Imo State Nigeria: Prospects and Challenges
Nwaizugbo, I. C; Anukam, A. I

Abstract
This study explores with empirical evidence the extent of overlap, similarities and dissimilarities between entrepreneurial practices and the marketing concepts among Small to Medium size Enterprises (SMEs) in Owerri, Nigeria. It inquires and assesses approach to marketing practices entrepreneurs apply. Primary data collection tools consisting of structured instruments for personal interviews and guide for focused-group discussion (FGD) and questionnaire were used to collect survey data. Secondary data were sourced from firms’ records, periodicals and related literatures. A convenient sample of twenty (20) SMEs were studied and the research findings show that while traditional marketing is structured and it’s framework requires certain conditions to thrive-formal planning and theoretical structures. Entrepreneurial marketing (EM) improvises, and does not seek for a perfect condition to grow a firm. Thus, the highlights of the interface between entrepreneurship and marketing as discussed in the findings on the areas of differences, similarities, overlap and collaboration will give practitioners, academics and scholars greater synergetic leverage over unstable marketplace in the application of marketing and entrepreneurial processes for greater results.

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