ENTREPRENEURIAL MARKETING: A PROACTIVE AND INNOVATIVE APPROACH TO MARKETING

Yıl 2019, Cilt: 15 Sayı: 1, 276 - 288, 01.01.2019

Arzu Azizağaoğlu

https://doi.org/10.17130/ijmeb.2019149870

Cited By: 1

Öz

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

Anahtar Kelimeler

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

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