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This timely and incisive Handbook provides critical contemporary insights into the theory and practice of entrepreneurship and marketing in the twenty-first century. Bringing together rich and varied contributions from prominent international researchers, it offers a reflective synthesis of scholarship at the interface between marketing and entrepreneurship. Emphasising the need for contextual analysis of marketing and entrepreneurial practices, this Handbook explores the effectiveness of a variety of behaviours, supporting its insights with relevant theory. Chapters cover areas such as...