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Contemporary Issues with Multidisciplinary Perspectives on Social Science

Edited By Engin ÇAKIR and Yusuf KADERLİ

Social sciences are made up of science disciplines that research humanity, society, and the world with a human dimension, and therefore its domain of influence is also serious and wide. Naturally, the social scientist has the power to influence society with his/her research and writing. This book aims to add the contributions of academicians from different disciplines to the social sciences fields they specialize in the academic literature and to give an idea about new researches. The book contains scientific articles on business, economics, public finance, tourism, and international relations.

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Entrepreneurial Marketing for a Competitive Advantage: Aslihan Yavuzalp Marangoz

Aslihan Yavuzalp Marangoz

Extract

Abstract Companies need to implement strategies other than traditional methods to survive and grow in an intensive competitive environment. Small companies need this more than the big ones because of their lack of resources. They should find a way to achieve more effective strategies with fewer resources. Small companies can use entrepreneurial marketing not only because of their limited resources but also to survive in intensively competitive and changing market environment.

Understanding the importance of the interaction between entrepreneurship and marketing has led to the term entrepreneurial marketing. Entrepreneurial marketing refers the marketing activities with an entrepreneurial perspective. It focuses on proactiveness, innovations, market creation, customer and uses various marketing methods to achieve goals. Recognizing the role and importance of entrepreneurial marketing enables small and medium- size companies to increase their performance and gain a competitive advantage

This chapter examines entrepreneurial marketing theoretically. The purpose of the study is to explain entrepreneurial marketing concepts. Entrepreneurship and marketing are defined, the relationship between these two concepts are explained. Definition, importance, development, dimensions, benefits, types, the process of entrepreneurial marketing and its differences between traditional marketing are identified.

Keywords: Entrepreneurial Marketing, Competitive Advantage, Entrepreneurship

Companies need to implement strategies other than traditional methods to survive and grow in an intensive competitive environment. Small companies need this more than the big ones because of their lack of resources. Academicians and practitioners both accept that small companies’ marketing strategy differ from the big companies (Sole, 2013:...

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