"Entrepreneurial Marketing" presents the specific opportunities and requirements for founders, aspiring entrepreneurs, and students regarding market-oriented business management, offering tailored recommendations for this target group. Renowned figures at the intersection of marketing, innovation management, and entrepreneurship develop specific approaches to founding marketing, thereby establishing an initial framework for "Entrepreneurial Marketing." New in the 2nd edition: All contributions have been thoroughly revised and expanded to include current developments. New sections have been added on business models, the choice of business type, and the opportunity concept. A completely new part of the book is dedicated to marketing assets: the importance of brands, the category of "social capital," and startup-appropriate market intelligence.