Success through Entrepreneurial Marketing of Rural Handicrafts: Cases of Ajrakh Print and Bagh Print

Abstract

Entrepreneurial marketing is an emerging marketing trend in the micro and small business to overcome form the inappropriateness of the traditional marketing, resources constraints and to cope up with the dynamic business environment. This research is conducted to show the importance of entrepreneurial marketing for the success of rural craftsmen and entrepreneurs faced scarcity of resources to promote and market their handicrafts. Case methodology has been used to prepare two cases related to the rural handicraft sector and resulted into creation of entrepreneurial marketing model for rural craftsmen and can also work for non-farm entrepreneurs. Model created and discussed in the research itself shows its validity with the reporting of the cases.

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