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.

Abstract:

In the digitizing world, it is extremely important for enterprises to adapt rapidly and effectively to changing environmental conditions and to develop marketing strategies pioneering the consumer. In the era of digital economy where rapid changes and developments are experienced, traditional marketing approaches and new marketing approaches need to be integrated. In this context, entrepreneurial marketing which is the interface of entrepreneurship and marketing fields seems to be an important concept to be examined. The purpose of this study is to conceptually explain entrepreneurial marketing and to reveal differences in entrepreneurial marketing approach from other marketing approaches. It is expected that the study will enable small and medium sized enterprises to effectively carry out marketing activities today and contribute to the marketing literature

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