DOI: 10.36347/sjebm.2018.v05i10.009

Pages: 977-991

This study examined the influence of entrepreneurial marketing on the performance of the selected small and medium scale enterprises (SMEs) in Enugu and its conurbation, especially, the effects of the various dimensions of entrepreneurial marketing (Innovativeness, Resource Leveraging, Proactiveness, Calculated risk taking, Customer Intensity, Value creation, Opportunity Focus) on the performance of the selected SMEs in Enugu State. Arguably, Entrepreneurial marketing encompasses marketing for small and medium enterprises, coupled with other components of marketing strategy. It entails innovative marketing strategy with limited resources. In this study, 405 questionnaires were distribute to different entrepreneurs of the 15 selected SMEs in Enugu, Nsukka, and Awkunanaw. 370 questionnaires were duly completed and suitable for the analysis. We adopted descriptive research design and primary source of data was used. Data gathered were analyzed using a computerized data analysis technique. Multiple regression analysis was used to test the hypotheses. The findings of this study revealed that entrepreneurial innovativeness and proactiveness, have positive significant influences on the performance of the selected SMEs in Enugu state, while other entrepreneurial marketing variables have no effect. The recommendations of this study, among others, are that entrepreneurs in the study area, should revisit and modify their product delivery processes, through the identified dimensions of entrepreneurial marketing strategies, geared towards improving Calculated risk taking, Resource Leveraging, Customer Intensity, Opportunity Focus and Value Creation for, enhanced and sustainable performance of SMEs in Enugu state in particular and Nigeria in general.