ABSTRACT

This research will discuss the concept of Entrepreneurial Marketing as an enabler of small business development and growth with special focus on the Nigerian movie and music industry. On the surface entrepreneurial marketing can be understood as “marketing with an entrepreneurial mindset”. 

By a combination of the definition of marketing by the American Marketing Association (AMA) and two conceptualizations of entrepreneurship (entrepreneurial orientation and entrepreneurial management), a definition of Entrepreneurial Marketing as the organizational function of marketing by taking into account innovation, risk taking, proactive and the pursuit of opportunities without regard for the resources currently controlled is arrived at. This definition must not be restricted to young and small ventures, but can equally be applied to larger firms. The concept of Entrepreneurial Marketing can be illustrated by highlighting Guerrilla Marketing, Buzz Marketing and Viral Marketing.The research topic proposed is: Entrepreneurial marketing as an enabler of small business (SME) growth: A case of Nigerian Music and Movie Industry prior and post 2008 recession.

This research is on the evolution of the Nigerian movie and music industry and their consequent development and growth over the years. The

research will focused on entrepreneurial marketing as an enabler of small business establishment, management and growth. It will

furthered x-rayed the contribution of the Nigerian movie and music industry as a major contributor to Nigeria’s growing GDP.