ABSTRACT
This chapter takes advantage of a market in practice view in exploring entrepreneurial marketing practices of new tourism and hospitality ventures. This perspective suggests that entrepreneurs, opportunities and contexts are idiosyncratic which implies that any marketing activity is a lived experience of a situated entrepreneur who is always involved in dialogues within contexts and time. Our data involves a longitudinal study of nine new ventures in Norway that face the marketplace inherently constrained by lack of resources, and therefore unable and unwilling to adhere to linear or cyclic marketing planning as suggested by the marketing management school. We show how relationships towards various stakeholders at different points in time/space influence the way the actors actually practice marketing models and theory.
