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  Atıf Sayısı 7
 Görüntüleme 53
 İndirme 21
KOBİ’ler İçin Girişimci Pazarlamanın Anahtarı: Pazarlama İlişki Ağları
2013
Dergi:  
Girişimcilik ve Kalkınma Dergisi
Yazar:  
Özet:

When compared with large firms SMEs are firms with different features. Therefore, traditional marketing approach developed taking the features of large firms into consideration is generally found inappropriate to the structure of SMEs and is thus subject to criticism. Instead of a marketing approach in which the traditional marketing principles are not fully applied in terms of success of SMEs, it is important to adopt an approach in which an entrepreneurial viewpoint has reflected into marketing applications. This approach, called entrepreneurial marketing, is one made up of key dimensions specific to entrepreneurship and marketing. Networks, constituting the dimension of the entrepreneurial marketing framework, are among the prominent subjects that have drawn the attention of academicians and practitioners in recent years. Entrepreneurial SMEs, by developing their relationships between people and institutions in their social and business environments, establish new relationships with the help of these people and institutions and conduct their marketing activities in a more effective manner. In addition, there are other SMEs which demonstrate a rather abstaining attitude towards the use of networks in marketing applications. This situation increases the importance of studies for practitioners which focus on the scope of networks as well as on how to make use of these networks. The present study, conducted as a review of the related literature, aims at informing SME owners and managers about and increasing their awareness of what networks mean, what networks cover, how to make use of these networks and which marketing decisions and applications these networks could be used for.

Anahtar Kelimeler:

key marketing relationship networks of entrepreneurial marketing for cobis
2013
Yazar:  
Özet:

when compared with large spaces are completely implemented with traditional marketing approach taking the features of large spaces into consideration is generally funded to the structure of smes and is expressed by the participation of the criticism ınstead of a marketing approach in which the traditional marketing principles are not fully implemented in terms of success of smes is important to adopt an approach in which an entrepreneurial viewpoint has difficulties in marketing applications this approach called entrepreneurial marketing is one made up of key dimensions specific to entrepreneurship and marketing networks constituting the talents of talents in compliance with the difficulties of the difficulties of the challenges of the challenges of the auditing of the success of the challenges of the challenges of understanding of the challenges of understanding of the challenges of the challenges of the challenges of the challenges of the challenges of the challenges of the auditing of the challenges of the auditing of the auditing of the challenges of the challenges of the challenges of the challenges of the challenges of the challenges of the audition of the auditing of the challenges of the challenges of the challenges of the challenges of the challenges of understanding of the success of the challenges of understanding of the success of the challenges of the challenges of understanding of understanding of people in people are among people in people in people in

Anahtar Kelimeler:

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Girişimcilik ve Kalkınma Dergisi
Girişimcilik ve Kalkınma Dergisi