Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama
Yıl: 2017 Cilt: 0 Sayı: Özel Sayı Sayfa Aralığı: 175 - 194 Metin Dili: Türkçe İndeks Tarihi: 29-07-2022
Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama
Öz: 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.
Anahtar Kelime: Konular:
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Öz: 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.
Anahtar Kelime: Konular:
Belge Türü: Makale Makale Türü: Araştırma Makalesi Erişim Türü: Erişime Açık
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| APA | ÇALLI KIYGI M (2017). Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. , 175 - 194. |
| Chicago | ÇALLI KIYGI Meltem Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. (2017): 175 - 194. |
| MLA | ÇALLI KIYGI Meltem Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. , 2017, ss.175 - 194. |
| AMA | ÇALLI KIYGI M Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. . 2017; 175 - 194. |
| Vancouver | ÇALLI KIYGI M Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. . 2017; 175 - 194. |
| IEEE | ÇALLI KIYGI M "Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama." , ss.175 - 194, 2017. |
| ISNAD | ÇALLI KIYGI, Meltem. "Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama". (2017), 175-194. |
| APA | ÇALLI KIYGI M (2017). Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. MALİYE FİNANS YAZILARI, 0(Özel Sayı), 175 - 194. |
| Chicago | ÇALLI KIYGI Meltem Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. MALİYE FİNANS YAZILARI 0, no.Özel Sayı (2017): 175 - 194. |
| MLA | ÇALLI KIYGI Meltem Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. MALİYE FİNANS YAZILARI, vol.0, no.Özel Sayı, 2017, ss.175 - 194. |
| AMA | ÇALLI KIYGI M Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. MALİYE FİNANS YAZILARI. 2017; 0(Özel Sayı): 175 - 194. |
| Vancouver | ÇALLI KIYGI M Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama. MALİYE FİNANS YAZILARI. 2017; 0(Özel Sayı): 175 - 194. |
| IEEE | ÇALLI KIYGI M "Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama." MALİYE FİNANS YAZILARI, 0, ss.175 - 194, 2017. |
| ISNAD | ÇALLI KIYGI, Meltem. "Pazarlamada Yeni Bir Yaklaşım: Girişimsel Pazarlama". MALİYE FİNANS YAZILARI Özel Sayı (2017), 175-194. |
