عنوان انگلیسی مقاله:

The entrepreneurial marketing mix

ترجمه عنوان مقاله: آمیخته بازاریابی کارآفرینی

رشته: بازاریابی، کارآفرینی

سال انتشار: 2009

تعداد صفحات مقاله انگلیسی: 18 صفحه

منبع: Emerald

نوع فایل: pdf

دانلود اصل مقاله

چکیده مقاله

Abstract The entrepreneurial marketing mix

Purpose: This paper identifies and examine a divergence of philosophies and practice between corporate/traditional marketing (CTM) and entrepreneurial marketing (EM). The paper examines the case of an entrepreneur who also possesses a deep understanding of CTM practices. The purpose of this paper is to learn which set of marketing practices entrepreneurs are likely to privilege.

Design/methodology/approach: This paper is an ethnographic investigation of a marketing entrepreneur: one who possesses a deep understanding of CTM and who is also a successful entrepreneur. Data collection and analysis included participant observation, multiple interviews, and interpretation of textual and video data.

Findings: Entrepreneurs with CTM expertise privilege elements of EM. Rather than relying on the traditional four Ps (product, price, place, and promotion), their marketing strategy and practice is reminiscent of the entrepreneurial four P’s (purpose, practices, process, and people). Communication competency is foundational to successful EM.

Practical implications: Entrepreneurs are encouraged to assess their personal situations and identify ways to improve their organizational and interpersonal communication skills and personal contact network processes.

Originality/value: This paper provides a provocative look at how CTM theory and practice are superseded by the creativity, flexibility, and innovation of day-to-day entrepreneurship. The paper validates a framework for analysis of marketing practices specific to entrepreneurs.

Keywords: Entrepreneurialism, Marketing, Marketing mix, Communication

Paper type: Research paper

مقدمه مقاله

Periodic examination of traditional assumptions of marketing theory allows scholars to remain relevant to emerging trends in business. Scholars note that both marketing theories and entrepreneurship theory privilege the notion of value creation, that is, the notion that elements are combined in a manner that results in the provision of value to the user (Morris et al., 2002). Others creatively combine foundational theories of both disciplines into a body of research concerned with marketing in the context of small and medium-sized enterprises (SME) and with business practices called the marketing/entrepreneurship interface (Gilmore and Coviello, 1999; Hoy, 2008).

Scholars acknowledge important differences between large and small business ventures and call for greater presence of entrepreneurial elements in marketing theory education (Carson, 1993; Stokes, 2000). This paper challenges the “one size fits all” assumptions of marketing theory to qualitatively identify and examine philosophical and practical differences between corporate/traditional marketing (CTM) and entrepreneurial marketing (EM).

http://modir3-3.ir/images/%D8%B3%D9%81%D8%A7%D8%B1%D8%B4%20%D8%AA%D8%B1%D8%AC%D9%85%D9%87%20%D9%BE%D8%A7%DB%8C%D8%A7%D9%86%20%D9%86%D8%A7%D9%85%D9%87.png

مطالب مرتبط