Abstract: T
he current study focuses on the entrepreneurial marketing. The study aims to exam
ine how entrepreneurial marketing can act in defining and nurturing the entrepre
neurship culture within the banking sector in Jordan in the period of 2018–2019. The
chosen dimensions of entrepreneurial marketing include customer focus, opportunity
driven, innovation, risk management, and proactiveness. Utilizing the quantitative ap
proach, 368 questionnaires were distributed among marketing managers within the
commercial banks in Jordan, including marketing managers, marketing officers, and
e-marketing representatives. Descriptive statistics, multiple regression, and linear re
gression were used in order to analyze the results by using SPSS ver. 23. The study
analysis indicates a positive influence of entrepreneurial marketing on organizational
culture through nurturing the entrepreneurial spirit and motives. The study has also
shown that proactiveness and risk management were the most influential variables
as they scored R-value of 0.697 and 0.692, respectively, referring to these variables as
highly influential, and play a significant role in nurturing the entrepreneurial culture
within the organization