Critical Understanding of Existing Entrepreneurial Marketing Models: 2002 – 2022

Abstract With the consistent failure of small and medium enterprises (SMEs) globally, many scholars have developed entrepreneurial marketing (EM) models that are aimed at reducing frequently experienced. The aim this paper is to critically review different EM from 2002 2022. In pursuit aim, reviewed 10 find out their strengths shortfalls. found some research constructs such as market sensing teamwork, which were ignored, identified posing a significant contribution business survival in integrative model. concludes since been reduce business, efforts should be intensified towards adopting model measure its applicability other sectors well unified acceptable will grow sustain SMEs.