The impact of entrepreneurial marketing processes on business changes

Ensieh Faegh¹

1) Islamic Azad University of

IOI Code : XKDB-AZCAFH
Publication : 4th International Conference on Advanced Research in Management And Humanities(huconf.com/4th)
Abstract :
    A lot has changed in the past years, from technological advances that are transforming the way we communicate to world-shaking events (like COVID-19). Although there is a lot of uncertainty surrounding these changes, what is clear is that business will never be the same. It will not be before. This article examines how marketing can be adapted to entrepreneurial contexts. Although marketing is a key factor in the survival and development of business ventures, a number of characteristics of entrepreneurship appear to be at odds with marketing. The reason for this can be attributed to over reliance on customer database, limited marketing expertise and the involvement of unforeseen variables. However, entrepreneurs and small business owners interpret marketing in a way that does not conform to standard textbook theory and practice. Entrepreneurs tend to be innovator-oriented and driven by new ideas and market intuition, rather than customer orientation. They target markets rather than relying on top-down segmentation, targeting, and positioning processes. They stratify through bottom-up self-selection and recommendations from customers and other influential groups and prefer interactive marketing methods to the traditional marketing mix. They also gather information through informal networks to Official information systems. These processes focus on the strengths of the entrepreneur and show the marketing style that is more appropriate in the field of entrepreneurship, rather than marketing that is secondary due to resource constraints.

Keywords : marketing entrepreneurship business change