نوع مقاله : مقاله پژوهشی
نویسندگان
1 دانشجوی دکتری، گروه کارآفرینی، واحد قزوین، دانشگاه آزاد اسلامی، قزوین، ایران
2 استادیار، گروه مدیریت بازرگانی، واحد علوم تحقیقات، دانشگاه آزاد اسلامی، تهران، ایران. (نویسنده مسئول)
3 دانشیار، گروه مدیریت بازرگانی، واحد علوم وتحقیقات، دانشگاه آزاد اسلامی، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Entrepreneurial marketing is formed by people who adapt traditional marketing frameworks to the specific situation of their company and due to limited resources at the beginning of the activity and then at different stages of their business life, a special marketing mix. And therefore the traditional marketing mix will not work for them. The purpose of this study is to provide a mixed model of entrepreneurial marketing in each stage of the life of electronic startups in Iran and meet the above challenge. The present study has been conducted in the form of phenomenological philosophy as one of the common rational traditions of qualitative methods, which is considered as a research method in the field of entrepreneurship. The statistical population of this study is Iranian entrepreneurs active in the field of electronic startups. Due to the need for some essential features among the sample members, purposive sampling method has been used. The method of data collection in this study was in-depth interview and data analysis was performed by the seven-step method of Klaizi. According to the research results on how the entrepreneurial marketing mix pattern is, it was observed that in the embryonic stage, childhood, growth and maturity, the four categories of product, pricing, promotion and technology with variable concepts form the theme of the marketing mix.
کلیدواژه‌ها [English]
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