Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama

Year 2017, Issue: Özel Sayı 1, 175 - 194, 01.10.2017

Meltem Kıygı Çallı

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

A New Approach in Marketing: Entrepreneurial Marketing

Abstract

The present study is conducted as a literature review dis cussing the entrepreneurial marketing concept. In the study, the definition of entrepreneurial marketing and its seven dimensions, the differences between entrepreneurial marketing and traditional marketing in terms of strategy, tactics and process are evaluated. In addition, different approaches in marketing functions such as guerilla marketing, buzz marketing and viral marketing are dis cussed. The main objective is to provide information and bring awareness on how to apply marketing strategies and tactics to the firms adopted the opinion of implementing the entrepreneurial marketing. Finally, the limitations of the study and the suggestions for future research are presented.

Keywords

Entrepreneurship, Marketing, Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing

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