LITERATURE REVIEW ON ENTREPRENEURIAL MARKETING DIMENSIONS: A COMPARISON OF DIMENSIONS

Yıl 2021, Cilt: 4 Sayı: 2, 129 - 137, 30.12.2021

Doğu Kayışkan

https://doi.org/10.46238/jobda.1001792

Öz

Entrepreneurial marketing discipline, which is an interface between marketing and entrepreneurship disciplines, has become a discipline that has been the focus of researchers in recent years and that businesses use more in practice. In entrepreneurial marketing, whose history is not very old, different dimensions have been put forward by different authors. How these dimensions represent entrepreneurial marketing or which researcher's dimensions explain entrepreneurial marketing more comprehensively has become an important research problem. This study, which aims to compare the theoretical infrastructures for the solution of this problem, was carried out to shed light on subsequent experimental studies. The research is a literature study and is presented by using secondary sources. The common points and differences between entrepreneurial marketing dimensions

Anahtar Kelimeler

Entrepreneurial Marketing, Entrepreneurship, Marketing

GIRIŞIMSEL PAZARLAMA BOYUTLARI ÜZERINE LITERATÜR İNCELEMESI: BOYUTLARIN KARŞILAŞTIRILMASI

Öz

Pazarlama ve girişimcilik disiplinleri arasında bir ara yüz olan girişimsel pazarlama disiplini son yıllarda araştırmacıların odağında olan ve pratikte işletmelerin daha fazla başvurduğu kullandığı bir disiplin haline gelmiştir. Tarihi çok eski olmayan girişimsel pazarlamada farklı yazarlar tarafından farklı boyutları ortaya konmuştur. Bu boyutların girişimsel pazarlamayı hangi şekilde temsil ettiği veya hangi araştırmacı tarafından ortaya konulan boyutların girişimsel pazarlamayı daha kapsamlı açıkladığı önemli bir araştırma problemi haline gelmiştir. Bu problemin çözümüne yönelik olarak teorik altyapıları karşılaştırmayı amaçlayan bu çalışma, sonraki deneysel çalışmalara ışık tutmak adına yapılmıştır. Araştırma bir literatür araştırmasıdır ve ikincil kaynaklardan yararlanılarak ortaya konulmuştur. Girişimsel pazarlama boyutları arasındaki ortak noktalar ve farklılıklar ortaya konmuştur ve bu noktalarda getirilen bakış açıları yorumlanmıştır

Anahtar Kelimeler

Girişimsel Pazarlama, Girişimcilik, Pazarlama

Kaynakça

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