Cosmas Anayochukwu Nwankwo, MacDonald Isaac Kanyangale
With resource scarcity and increasing competition, entrepreneurs are struggling to find an entrepreneurial way of marketing for their enterprises to survive and grow. While the evolution of marketing practice and thought informs them about the past paradigm shifts, it is less insightful on the contemporary or future paradigm of marketing needed to survive in the volatile, uncertain, complex and ambiguous environment. The objective of this article is to critically understand the shifts in marketing thought and marketing practice and ultimately propose the birth of a new paradigm of marketing. The article is valuable as it provides an integrative perspective of the various shifts in marketing thought and practice in the past, but also illuminates the nature, approaches and core elements of entrepreneurial marketing as a potential future paradigm of marketing. Without the phenomenon of entrepreneurial marketing, the extant notion of the evolution of marketing thought and practice is incomplete but also not contemporary.