ENTREPRENEURIAL MARKETING: A PROACTIVE AND INNOVATIVE APPROACH TO MARKETING

Abstract

In the digitizing world, it is extremely important for enterprises to adapt rapidly and effectively to changing environmental conditions and to develop marketing strategies pioneering the consumer. In the era of digital economy where rapid changes and developments are experienced, traditional marketing approaches and new marketing approaches need to be integrated. In this context, entrepreneurial marketing which is the interface of entrepreneurship and marketing fields seems to be an important concept to be examined. The purpose of this study is to conceptually explain entrepreneurial marketing and to reveal differences in entrepreneurial marketing approach from other marketing approaches. It is expected that the study will enable small and medium sized enterprises to effectively carry out marketing activities today and contribute to the marketing literature

Keywords

• Entrepreneurship,Marketing,Entrepreneurial Marketing,Entrepreneurial

GİRİŞİMCİ PAZARLAMA: PAZARLAMAYA PROAKTİF VE İNOVATİF BİR YAKLAŞIM

Öz

Dijitalleşen dünyada işletmelerin değişen çevresel koşullara hızlı ve etkili bir şekilde uyum sağlamaları ve tüketicilere öncülük eden pazarlama stratejileri geliştirmeleri son derece önemlidir. Hızlı değişimlerin ve gelişmelerin yaşandığı dijital ekonomi çağında geleneksel pazarlama yaklaşımı ile yeni pazarlama yaklaşımlarının bütünleştirilmesi gerekmektedir. Bu bağlamda, girişimcilik ve pazarlama alanlarının ara yüzü olan girişimci pazarlamanın incelenmesi gereken önemli bir kavram olduğu görülmektedir. Bu çalışmanın amacı; girişimci pazarlamayı kavramsal olarak açıklamak ve girişimci pazarlama yaklaşımının diğer pazarlama yaklaşımlarından farklılıklarını ortaya çıkarmaktır. Çalışmanın özellikle küçük ve orta ölçekli işletmelerin günümüzde pazarlama faaliyetlerini etkili bir şekilde yürütmelerine ve pazarlama literatürüne katkı sağlaması beklenmektedir.

Anahtar Kelimeler

• Girişimcilik,Pazarlama,Girişimci Pazarlama,Girişimci Pazarlama Yaklaşımı

Kaynakça

1. Akpınar, S. (2009). Girişimciliğin temel bilgileri. Kocaeli: Umuttepe Yayınları.
2. Altunışık, R., Özdemir, Ş., & Torlak, Ö. (2006). Modern pazarlama. 4. Baskı, İstanbul: Değişim Yayınları.
3. AMA. (1985). AMA Board approves new marketing definition. Marketing News, 19(5), 1.
4. AMA. (2013). Definition of marketing. Erişim Tarihi: 05.02.2018, https://www.ama.org/AboutAMA/ Pages/Definition-of-Marketing.aspx.
5. Aytaç, Ö., & İlhan, S. (2007). Girişimcilik ve girişimci kültür: Sosyolojik bir perspektif. Selçuk Üniversitesi Sosyal Bilimler Dergisi, 18, 101-120.
6. Batenan, T. S., & Crant, J. M. (1993). The proactive component of organizational behavior: A measure and correlates. Journal of Organizational Behavior, 14(2), 103-118.
7. Carson, D., & Coviello, N. (1996). Qualitative researchissues at the marketing/entrepreneurship interface. Marketing Intelligence & Planning, 14(6), 51–58.
8. Collinson, E. M., & Shaw, E. (2001). Entrepreneurial marketing: A historical perspective on development and practice. Management Decision, 39(2), 761-767.

9. Cristina, S. (2011). The marketing entrepreneurship and the SMEs competitiveness. Journal of Knowledge Management, Economicsand Information Technology, 1(2), 61-66.
10. Çelik, A., & Akgemci, T. (2007). Girişimcilik kültürü ve KOBİ’ler. 2. Baskı, Ankara: Gazi Kitabevi.
11. Davis, D., Morris, M., & Allen J. (1991). Perceived environmental turbulence and its effect on selected entrepreneurship, marketing and organizational characteristics in industrial firms. Journal of Academy of Marketing Science, 19(1), 43- 51.
12. Duus, H. J. (1997). Economic foundations for an entrepreneurial marketing concept. Scandinavian Journal of Management, 13(3), 287-305.
13. Eren, S. S. (2012). Stratejik esneklik ve pazar dinamizminin girişimsel pazarlama odaklılığa etkisi. Girişimcilik ve Kalkınma Dergisi, 7(2), 101-112.
14. Franco, M., Santos, M. F., Ramalho, I., & Nunes, C. (2014). An exploratory study of entrepreneurial marketing in SMEs the role of the founder-entrepreneur. Journal of Small Business and Enterprise Development, 21(2), 265-283.
15. Hacıoğlu, G., Eren, S. S., Eren, M. S., & Çelikkkan, H. (2012). The effect of entrepreneurial marketing on firms’ innovative performance in Turkish SMEs. Procedia –Social and Behavioral Sciences, 58, 871 – 878.
16. Hill, J., & Wright, L. T. (2000). Defining the scope of entrepreneurial marketing: A qualitative approach. Journal of Enterprising Culture, 8(1), 23-46.
17. Hills, G. E., Hultman, C. M., & Miles, M. P. (2008). The evolution and development of entrepreneurial marketing. Journal of Small Business Management, 46(1), 99–112.
18. Hills, G. E., & Hultman, C. M. (2011). Academic roots: The past and present of entrepreneurial marketing. Journal of Small Business and Entrepreneurship, 24(1), 1-10.
19. Hills, G. E., & Hultman, C. M. (2013). Entrepreneurial marketing: Conceptual and empirical research opportunities. Entrepreneurship Research Journal, 3(4), 437-448.
20. Ionita, D. (2012). Entrepreneurial marketing: A new approach for challenging times. Management & Marketing Challenges for the Knowledge Societ, 7(1), 131-150.
21. Jones, R., & Rowley, J. (2011). Entrepreneurial marketing in small businesses: A conceptual exploration. International Small Business Journal, 29(1), 25–36.
22. Kolabi, A. M., Hosseini, H. K., Mehrabi, R., & Salamzadeh, A. (2011). Developing entrepreneurial marketing mix: Case study of entrepreneurial food enterprises in Iran. Journal of Knowledge Management, Economicsand Information Technology, 5, 1-17.
23. Kotler, P. (2016). A’dan Z’ye pazarlama. (Çev. A. K. Bakkal). İstanbul: MediaCat Kitapları.
24. Kraus, S., Harms, R., & Fink, M. (2010). Entrepreneurial marketing: Moving beyond marketing in new ventures. International Journal of Entrepreneurship and Innovation Management, 11(1), 19-34.
25. Küçükaltan, D. (2009). Genel bir yaklaşımla girişimcilik. Girişimcilik ve Kalkınma Dergisi, 4(1), 21-28.
26. Maritz, A., Frederick, H., & Valos, M. J. (2010). A discursive approach to entrepreneurial marketing: Integrating academic and practice theory. Small Enterprise Research,17(1), 74-86.
27. Miles, M. P., & Arnold, D. R. (1991). The relationship between marketing orientation and entrepreneurial orientation. Entrepreneurship Theory and Practice,15(4),49-66.
28. Morris, M. H., & Paul, G. W. (1987). The relationship between marketing in established firms. Journal of Business Venturing, 2(3), 247-259.
29. Morris, M. H., Schindehutte, M., & LaForge, R. W. (2002). Entrepreneurial marketing: A construct for integrating emerging entrepreneurship and marketing perspectives. Journal of Marketing Theory and Practice, 10(4), 1-19.
30. Morris, M. H., Schindehutte, M., & Laforge, R. W. (2004). The emergence of entrepreneurial marketing: Nature and meaning. İçinde Harold P. W. (Ed.), Entrepreneurship: The way ahead (ss .91-104). New York & London: Routledge.
31. Morrish, S. C., Miles, M. P., & Deacon J. H. (2010). Entrepreneurial marketing: Acknowledging the entrepreneur and customer-centric interrelationship. Journal of Strategic Marketing, 18(4), 303– 316.
32. Osiri, J. K. (2013). Entrepreneurial marketing: Activating the four P’s of marketing strategy in entrepreneurship. Entrepreneurial Executive, 18, 1-6.
33. Peltekoğlu, F. B. (2012). Halkla ilişkiler nedir?, 7. Baskı, İstanbul: Beta Basın Yayım.
34. Rezvani, M., & Khazaei, M. (2014). Evaluation of entrepreneurial marketing dimensions according to characteristics of institutions: Institutions age and size. International Journal of Basic Sciences & Applied Research, 3(4), 207-213.
35. Rogers, L. (1996). İlke ve yöntemleriyle pazarlama. (Çev. T. Anapa). İstanbul: Epsilon Yayıncılık.
36. Schindehutte, M., Morris, M. H., & Koçak, A. (2008). Understanding market-driving behavior: The role of entrepreneurship. Journal of Small Business Management, 46(1), 4-26.
37. Stokes, D. (2000). Putting entrepreneurship into marketing: The processes of entrepreneurial marketing. Journal of Research in Marketing & Entrepreneurship, 2(1), 1-16.