Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama
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Date
2017
Authors
Kiygi Calli, Meltem
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TÜRKİYE EKONOMİK VE MALİ ARAŞTIRMALAR VAKFI
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Abstract
Literatür taraması şeklinde gerçekleştirilen bu çalışmada girişimsel 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 pazarlamaya 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.
The present study is conducted as a literature review discussing 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 discussed. 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.
The present study is conducted as a literature review discussing 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 discussed. 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.
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Keywords
Girişimcilik, Pazarlama, Girişimsel Pazarlama, Girişimsel Pazarlamanın Boyutları, Entrepreneurship, Marketing, Entrepreneurial Marketing, Dimensions of Entrepreneurial Marketing
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0
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Özel
Start Page
175
End Page
194