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PA New Approach in Marketing: Entrepreneurial Marketing

Author

Listed:
  • Meltem Kıygı Çallı

    (Kadir Has University)

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.

Suggested Citation

  • Meltem Kıygı Çallı, 2017. "PA New Approach in Marketing: Entrepreneurial Marketing," Journal of Finance Letters (Maliye ve Finans Yazıları), Maliye ve Finans Yazıları Yayıncılık Ltd. Şti., vol. 32(Special1), pages 175-194, October.
  • Handle: RePEc:acc:malfin:v:32:y:2017:i:special1:p:175-194
    as

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