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Table 1 Entrepreneurial marketing processes compared to traditional marketing concepts (Stokes, 2000)

From: Entrepreneurial marketing: the missing link in social enterprise studies

Marketing principles Traditional marketing Entrepreneurial marketing
Concept Customer-orientated: market-driven, product development follows Innovation-oriented: Idea-driven, intuitive assessment of market needs
Strategy Top-down segmentation, targeting, and positioning Bottom-up targeting of customers and other influence groups
Methods The marketing mix four/seven P’s Interactive marketing methods word-of-mouth marketing
Market intelligence traditional Formalized research and intelligence systems Informal networking and information gathering