ENTRPRENEURIAL MARKETING IN THE DIGITAL AGE

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Tuğba ÖZBÖLÜK

Abstract

In an increasingly digital world, companies are increasingly using social media channels to interact with consumers and to reach the most up-to-date information. As a conceptual approach to entrepreneurial marketing which is the intersection of entrepreneurship and marketing, this study makes implications about the concept in terms of Web 2.0. In the study, the opportunities and challenges of Web 2.0 for small businesses in the digital age are discussed. It is revealed that Web 2.0 has some advantages as well as disadvantages in terms of entrepreneurial marketing. In this respect, this study offers suggestions to help small businesses to start using Web 2.0 tools.

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ÖZBÖLÜK, T. (2019). ENTRPRENEURIAL MARKETING IN THE DIGITAL AGE. TURKISH JOURNAL OF MARKETING, 3(3), 223-237. https://doi.org/10.30685/tujom.v3i3.61
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