Abstract:

In a digitalized world, it is crucial for to adapt quickly and effectively to changing environmental conditions and to develop marketing strategies that lead consumers. In the era of the digital economy with rapid changes and developments, it is necessary to integrate new marketing approaches with traditional marketing approaches. In this context, entrepreneurship and marketing fields appear to be an important concept to be studied. The aim of this study is to explain entrepreneurial marketing in a conceptual way and to reveal the differences between entrepreneurial marketing approach and other marketing approaches. It is expected that the study will contribute to small and medium-sized enterprises to effectively carry out their marketing activities today and to the marketing literature.