PA New Approach in Marketing: Entrepreneurial Marketing

Meltem Kıygı Çallı
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Meltem Kıygı Çallı: Kadir Has University

Journal of Finance Letters (Maliye ve Finans Yazıları), 2017, vol. 32, issue Special1, 175-194

Abstract: The present study is conducted as a literature review dis cussing 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 dis cussed. 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.

Keywords: Entrepreneurship; Marketing; Entrepreneurial Marketing; Dimensions of Entrepreneurial Marketing (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:acc:malfin:v:32:y:2017:i:special1:p:175-194

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