Dr. Fabian Eggers, a marketing professor at Menlo College in Silicon Valley, USA emphasized the value of entrepreneurial marketing during a virtual lecture hosted by the American University of Nigeria (AUN) on March 28.
Speaking as part of the AUN President Lecture Series, Eggers introduced Entrepreneurial Marketing (EM) as a modern approach that relies on creativity, risk-taking, and customer-focused solutions to drive business growth.
“Entrepreneurial marketing is the process of value generation through the creation of a unique combination of resource aimed at the utilization of opportunities to value by creatively combining resources to seize opportunities and drive profit, he said.”
Unlike traditional marketing, which typically follows a top-down structure starting with market segmentation and product placement, EM adopts a bottom-up approach. Eggers explained that this method begins by identifying a market need or opportunity and then developing solutions around it.
He encouraged businesses of all kinds, public, private, or start-ups, to adopt EM principles to stay competitive in a rapidly evolving marketplace. While traditional methods still have a role in sectors like hospitality or retail, Eggers advocated for experience-based learning and modern marketing strategies in more innovative, risk-taking industries. He noted that EM can be more cost-effective and attract loyal, long-term customers.
The lecture was delivered via Zoom and held at AUN’s 24-Hour Library, drawing an audience of students and faculty interested in entrepreneurship and contemporary business practices.
Reported by John Abah