Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama

Meltem Kıygı Çallı

EN TR

Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama

Abstract

Literatür taraması şeklinde gerçekleştirilen bu çalışmada gi rişimsel pazarlama kavramsal olarak ele alınmıştır. Çalışmada girişimsel pazarlamanın tanımı ve yedi farklı boyutu, girişimsel pazarlama ve geleneksel pazarlamanın strateji, taktik ve süreç yönünden farklılıkları ve pazarlama işlevlerine farklı yaklaşımlar olarak gerilla pazarlama, fısıltı pazarlaması ve viral pazarlama ya yer verilmiştir. Böylece girişimsel pazarlamayı benimseyen bir işletmeye, pazarlama strateji ve taktiklerini nasıl uygulaması gerektiği konusunda bilgi sağlamak ve farkındalıklarını artırmak amaçlanmaktadır. Çalışmanın sonunda araştırmanın sınırlılıkları ve gelecek çalışmalar için öneriler sunulmaktadır.

Keywords

Girişimcilik, Pazarlama, Girişimsel Pa zarlama, Girişimsel Pazarlamanın Boyutları

References

Ahuja R.D., T.A. Michels, M.M. Walker, ve M. Weissbuch. 2007. Ten Percep- tions of Disclosure in Buzz Marketing. Journal of Consumer Marketing 24 (3): 151-159.
Aldrich, H.E., ve E. Auster. 1986. Even Dwarfs Started Small: Liability of Age and Size and Their Strategic Implications. H.E. Aldrich, E. Auster, U. Staber ve C. Zimmer (Eds.): Population Perspectives on Organizations, Uppsala University Press, Uppsala.
Backbro, J., ve H. Nystrom. 2006. Entrepreneurial Marketing: Innovative Value Creation. Masfer Thesis, Jonkoping University.
Berthon, P., M. T. Evving, ve J. Napoli. 2006. Brand Management in Small-to Medium Sized Enterprises. Fort Lauderdale, FL: Office Depot Small Business Research Forum Compendium.
Bird, B. 1988. Implementing Entrepreneurial Ideas: The Case For Intention. The Academy of Management Review 13 (3): 442-453.
Bjerke, B., ve C. M. Hultman. 2002. EM: The Growth of Small Firms in the New Economic Era. Cheltenham, U.K.: Edward Edgar.
Bulut, Ç., İ. Pırnar, D. Seçkin Halaç, ve A.D. Öztürk. 2013. Girişimsel Pazarla¬manın Firma Performansına Etkisi. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 15 (2): 209-232.
Burns, P. 2001. Entrepreneurship and Small Business. PalgraveMacmillan.
Carson, DJ. 1985. The Evolution of Marketing in Small Firms. European Jour¬nal of Marketing 19 (5): 7-16.
Carson, D., ve N. Coviello. 1996. Oualitative Research Issues At The Marke¬ting/ Entrepreneurship Interface. Marketing Intelligence & Planning 14 (6): 51-58.

Collinson, E., ve E. Shaw. 2001. Entrepreneurial Marketing - A Historical Pers- pective on Development and Practice. Management Decision 39 (9): 761- 766.
Cooper, R.G. 2000. Product Leadership: Creating and Launching Superior New Products, New York: Perseus Publishing.
Dal, N.A., ve V. Dal. (2016). Girişimci Pazarlama: Kavramsal Bir Çalışma. Mehmet Akif Ersoy Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 8 (14): 42- 63.
Day, G.S., ve D.B. Montgomery. 1999. Charting New Directions for Marke¬ting. Journal of Marketing 63 (2): 3-13.
Dobele, A., D. Toleman, ve M. Beverland. 2005. Controlled Infection! Sprea- ding The Brand Message Through Viral Marketing. Business Horizons 48 (2): 143-149.
Dru, J.M. 2002. Beyond Disruption. New York: John Wiley and Sons.
Eren, S.S. 2012. Stratejik Esneklik ve Pazar Dinamizminin Girişimsel Pazarla¬ma Odaklılığa Etkisi. Girişimcilik ve Kalkınma Dergisi 7 (2): 101-112.
Gladwell, M. 2000. The Tipping Point: How Liftle Things Can Make a Big Dif- ference. New York: Liftle, Brown and Company.
Gobe, M. 2001. Emotional Branding. Allv/orth Press, Canada.
Gruber, M. 2004. Marketing in Nev/Ventures: Theory and Empirical Evidence. Schmalenbach Business Revievv 56 (2): 164-199.
Hamal, G., ve C.K. Prahalad. 1994. Competing for the Future. Boston: HBS Press.
Han, J.K., N. Kim, ve R.K. Srivastava. 1998. Market Orientation and Organi- zational Performance: Is Innovation a Missing Link? Journal of Marketing 62 (October): 76-89.
Hill, J., ve L.T. Wright. 2000. Defining the Scope of Entrepreneurial Marketing: A Oualitative Approach. Journal of Enterprising Culture 8(1): 23-46.
Hill, S., ve G. Rifkin. 1999. Radical Marketing: From Harward to Harley, Les- sons From Ten that Broke the Rules and Made it Big. New York: Harper Collins.
Hills, G.E., ve C.M. Hultman. 2011. Academic Roots: The Past and Preseni of Entrepreneurial Marketing, Journal of Small Business and Entrepreneurship 24 (1): 1-10.
Hills, G.E., C.M. Hultman, S. Kraus, ve R. Schulte. 2010. History, Theory and Evidence of Entrepreneurial Marketing-An Overview. International Journal of Entrepreneurship and Innovation Management 11 (1): 3-1 8.
Hills, G., R. Shrader, ve G.T. Lumpkin. 1999. Opportunity Recognition as a Creative Process. İn P. Reynolds et al., eds. Frontiers of Entrepreneurship Research. Babson Park MA: Babson Collega.
İslamoğlu, A.H. 2013. Pazarlama Yönetimi: Stratejik Yaklaşım. Beta Basım Ya¬yım.
Jaafar, M. 2012. Entrepreneurial Marketing and Accommodation Businesses in East Peninsular Malaysia. Tourism and Hospitality Research 12 (2): 89- 100.
John, G., A.M. Weiss, ve S. Dutta. 1999. Marketing in Technology-lntensive Markets: Tovvard a Conceptual Framev/ork. Journal of Marketing 63 (Spe- cial Issue): 80-91.
Jones, R., M. Suoranta, ve J. Rovvley. 2013. Entrepreneurial Marketing: A Com- parative Study. The Service Industries Journal 33 (7-8): 705-719.
Jurvetson, S., ve T. Draper. 1997. Viral Marketing: Viral Marketing Phenome- non Explained. Draper Fisher Jurvetson's Netscape Newsletter, January 1.
Kao, J.J. 1989. Entrepreneurship, Creativity, and Organization: Text, Cases, and Readings. Prentice Hail PTR.
Kaya, İ. 2010. Pazarlama Bi'tanedir! Bir Pazarlamalar Ansiklopedisi, İstanbul: Babıali Kültür Yayıncılık.
Kılıçer, T. 2013. KOBİ'ler İçin Girişimci Pazarlamanın Anahtarı: Pazarlama İlişki Ağları. Girişimcilik ve Kalkınma Dergisi 8 (2): 141-146.
Kılıçer, T. 2016. Kobi'lerin Girişimci Pazarlama Profilleri Üzerine Bir Araştırma. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi 21 (3): 819-843.
Kotler, P.T. ve G. Armstrong. 2010. Principles of Marketing, Pearson Educati- on.
Kraus, S., EJ. Schwarz, ve R. Harms. 2008. Strategic Business Planning and Success in Small Firms. International Journal of Entrepreneurship and Inno- vation Management 8 (5): 381-396.
Lee J.S., ve CJ. Hsieh. 2010. A Research İn Relating Entrepreneurship, Marke¬ting Capability, Innovative Capability and Sustained Competitive Advanta- ge. Journal of Business & Economics Research 8 (9): 109-120.
Levinson, J.C. 1984. Guerrilla Marketing: Secrets for Making Big Profits From Your Small Business. Boston: Houghton Mifflin Company.
Marangoz, M., ve N. Erboy. 2013. Pazarlamada Paradigma Değişimi: Giri¬şimci Pazarlama. Ekonomi ve Yönetim Araştırmaları Dergisi 2 (1): 67-91.
Martin, D.M. 2009. The Entrepreneurial Marketing Mix. Oualitative Market Research: An International Journal 12 (4): 391-403.
Miles, M.P., ve J. Darroch. 2006. Large Firms, Entrepreneurial Marketing Pro- cesses, and The Cycle of Competitive Advantage. European Journal of Mar¬keting 40 (4/5): 485-501.
Miles, M., A. Gilmor, P. Harrigan, G. Lev/is, ve Z. Sethna. 2015. Exploring Entrepreneurial Marketing. Journal of Strategic Marketing 23 (2): 94-1 1 1.
Miler, D., ve P.H. Friese. 1983. Innovation in Conservative and Entrepreneurial Firms: Two Models of Strategic Momentum. Strategic Management Journal 3 (1): 1-25.
Miller, R., ve S. Floricel. 2004. Value Creation and Games of Innovation. Rese¬arch Technology Management 47(6): 25-37.
Mohr, J., ve R. Spekman. 1994. Characteristics of Partnership Success: Part- nership Attributes, Communication Behavior, and Conflict Resolution Tech- niques. Strategic Management Journal 15 (2): 135-152.
Morris, M.H., M. Schindehutte, ve R.W. LaForge. 2002. Entrepreneurial Mar- kefing: A Construct for Integrating Emerging Entrepreneurship and Marke¬ting Perspectives. Journal of Marketing Theory and Practice 10 (4): 1-19.
Morrish, S.C., M.P. Miles, ve J.H. Deacon. 2010. Entrepreneurial Marketing: Acknowledging The Entrepreneur and Customer-Centric Interrelationship. Journal of Strategic Marketing 1 8 (4): 303-316.
Mueller, L.S., ve A.S. Thomas. 2001. Culture and Entrepreneurial Potential: A Nine Country Study of Locus of Control and Innovativeness. Journal of Business Venturing 16 (1): 51-75.
Narver, J.C., ve S.F. Slater. 1990. The Effect of a Market Orientation on Busi¬ness Profitability. Journal of Marketing 54 (4): 20-35.
PhelpsJ.E., R. Levvis, L. Mobilio, D. Perry, ve N. Raman. 2004. Viral Marketing or Electronic Word-Of-Mouth Advertising: Examining Consumer Responses and Motivations To Pass Along E-Mail. Journal of Advertising Research 44 (4): 333-348.
Piercy, N. F., ve D.W. Cravens. 1995. The Network Paradigm and the Marke¬ting Oraanization: Developina a Management Agenda. European Journal of Marketing 29 (3): 7-34.
Rosen, E. 2000. The Anatomy of Buzz: How to Create Word of Mouth Marke¬ting. New York: Doubleday.
Rosenbloom, R.S. 2000. Leadership, Capabilities, and Technological Change: The Transformation of NCR in the Electronic Era. Strategic Management Journal 21: 1083-1 103.
Schindehutte, M., ve M. Morris. 2001. Understanding Strategic Adaptation in Small Firms. International Journal of Entrepreneurial Behavior and Research 7(3): 84-107.
Sheth, J.N., R.S. Sisodia, ve A. Sharma. 2000. The Antecedents and Consequ- ences of Customer-Centric Marketing. Journal of the Academy of Marketing Science 28 (1): 55-66.
Srivastava, R.K., T.A. Shervani, ve L. Fahey. 1998. Market-based Assets and Sharholder Value: A Framework for Analysis. Journal of Marketing 62 (1): 2-18.
Stokes, D. 2000a. Putting Entrepreneurship into Marketing: The Processes of Entrepreneurial Marketing. Journal of Research in Marketing & Entreprene¬urship 2 (1): 1-16.
Stokes, D. 2000b. Entrepreneurial Marketing: A Conceptualisation From Qua- litative Research. Qualitative Market Research, An International Journal 3 (1): 47-54.
Stokes, D. 2002. Entrepreneurial Marketing in the Public Sector: The Lessons of Headteachers As Entrepreneurs. Journal of Marketing Management 1 8 (3/4): 397-414.
Tek, B. 1999. Pazarlama İlkeleri. Beta Basım Evi. İstanbul.
Wind, Y.J., V. Mahajan, ve R.E. Gunther. 2002. Convergence Marketing: Stra- tegies for Reaching the New Hybrid Consumer. Upper Saddle River. NJ: Prentice Hail.
Zahra, S., ve D. Garvis. 2000. International Corporate Entrepreneurship and Firm Performance: The Moderating Effect of International Environmental Hostility. Journal of Business Venturing 15 (5): 469-492.
Zeithalm, C., ve V. Zeithalm. 1984. Environmental Management: Revising the Marketing Perspective. Journal of Marketing 48 (2): 46-53.

Details

Primary Language

Turkish

Subjects

Growth

Journal Section

Research Article

Authors

Meltem Kıygı Çallı This is me
Türkiye

Publication Date

October 1, 2017

Submission Date

August 30, 2017

Acceptance Date

September 30, 2017

Published in Issue

Year 2017 Number: Özel Sayı 1

IZ

https://izlik.org/JA35MY25AK

APA

Kıygı Çallı, M. (2017). Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. Maliye Ve Finans Yazıları, Özel Sayı 1, 175-194. https://izlik.org/JA35MY25AK

AMA

1.Kıygı Çallı M. Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. Maliye ve Finans Yazıları. 2017;(Özel Sayı 1):175-194. https://izlik.org/JA35MY25AK

Chicago

Kıygı Çallı, Meltem. 2017. “Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama”. Maliye Ve Finans Yazıları, no. Özel Sayı 1: 175-94. https://izlik.org/JA35MY25AK.

EndNote

Kıygı Çallı M (October 1, 2017) Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. Maliye ve Finans Yazıları Özel Sayı 1 175–194.

IEEE

[1]M. Kıygı Çallı, “Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama”, Maliye ve Finans Yazıları, no. Özel Sayı 1, pp. 175–194, Oct. 2017, [Online]. Available: https://izlik.org/JA35MY25AK

ISNAD

Kıygı Çallı, Meltem. “Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama”. Maliye ve Finans Yazıları. Özel Sayı 1 (October 1, 2017): 175-194. https://izlik.org/JA35MY25AK.

JAMA

1.Kıygı Çallı M. Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. Maliye ve Finans Yazıları. 2017;:175–194.

MLA

Kıygı Çallı, Meltem. “Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama”. Maliye Ve Finans Yazıları, no. Özel Sayı 1, Oct. 2017, pp. 175-94, https://izlik.org/JA35MY25AK.

Vancouver

1.Meltem Kıygı Çallı. Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. Maliye ve Finans Yazıları [Internet]. 2017 Oct. 1;(Özel Sayı 1):175-94. Available from: https://izlik.org/JA35MY25AK

The scope of the Journal of Finance Letters consists of studies in the fields of economics, public finance, finance, and banking.

Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama

A New Approach in Marketing: Entrepreneurial Marketing

Abstract

Keywords

Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama

Abstract

Keywords

References

Details

Primary Language

Subjects

Journal Section

Authors

Publication Date

Submission Date

Acceptance Date

Published in Issue

IZ

Cite