PAZARLAMADA PARADİGMA DEĞİŞİMİ : GİRİŞİMCİ PAZARLAMA

Yıl 2013, Cilt: 2 Sayı: 1, 67 - 91, 01.06.2013

Mehmet Marangoz Nedret Erboy

Öz

Günümüz ekonomilerin temel taşlarını oluşturan küçük işletmelerin, büyük işletmelere göre farklı yapıya ve özelliklere sahip olmalarından dolayı, pazarlama faaliyetlerinde geleneksel pazarlama anlayışından farklı olarak ihtiyaçlarını karşılayabilecek, yapılarına uygun pazarlama faaliyetleri yürütmeleri gerekmektedir. Girişimcilik küçük işletmelerin sahip olabilecekleri etkin bir yetenek olarak değerlendirilmektedir. Bu noktada, küçük işletmelerin başarısı pazarlama ve girişimcilik arasındaki ilgiyi kurmalarına, pazarlama ve girişimcilik faaliyetlerini etkin bir şekilde yerine getirmelerine bağlı olmaktadır. Bu bağlamda yürütülen girişimci pazarlama faaliyetleri, pazarlama ve girişimciliğin arasındaki teorik yapıyı oluşturmaktadır. Bu çalışmada girişimci pazarlama kavramsal olarak açıklanmaya çalışılmıştır. Çalışmanın amacı; girişimcilik ve pazarlama ara yüzünün, birbirleri ile olan etkileşiminin, pazarlamadaki paradigmal değişimin, girişimci pazarlamanın gelişiminin ve girişimci pazarlama kavramının geleneksel pazarlama ile arasındaki farkların açıklanmaya çalışılmasıdır. Yapılan çalışmanın, girişimci pazarlama alanında literatüre katkı sağlayacağı ve gelecekte bu alanda yapılacak olan çalışmalara ışık tutacağı düşünülmektedir.

Anahtar Kelimeler

Girişimcilik, Pazarlama, Değişim

PARADIGMATIC CHANGE IN MARKETING: ENTREPRENEURIAL MARKETING

Öz

Small businesses, constituent the cornerstones of today’s economy, because of their different structure and properties as far as large enterprises, in their marketing activities, as opposed to traditional marketing methods, they required to carry out the appropriate marketing activities. Entrepreneurship must be considered as an effective ability which small businesses may have. At this point, the success of small businesses depends on establish a relationship between marketing and entrepreneurship and fulfill marketing and entrepreneurial activity effectively. In this context, entrepreneurial marketing activities are a theoretical construct at the nexus between marketing and entrepreneurship. In this study, entrepreneurial marketing has explained conceptually. The purpose of this paper is to explain paradigmatic change in marketing, marketing and entrepreneurship interface and interaction between them, evolution of entrepreneurial marketing and comparison of conventional marketing and entrepreneurial marketing. The study will shed light on future studies in this area and will contribute to the literature in the field of entrepreneurial marketing

Anahtar Kelimeler

Entrepreneurship, Marketing, Change

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