مشخصات مقاله:
عنوان فارسی مقاله:
کارآفرینی در طول تاریخ بازاریابی
عنوان انگلیسی مقاله:
Entrepreneurship within the history of marketing
کلمات کلیدی مقاله:
تاریخچه کارآفرینی، تاریخچه بازاریابی، بازاریابی رابطه ای، تاریخچه تجارت، تبادل
کلمات کلیدی انگلیسی:
Entrepreneurship history – Marketing history – Relational marketing – Business history – Exchange
مناسب برای رشته های دانشگاهی زیر:
مدیریت
مناسب برای گرایش های دانشگاهی زیر:
بازاریابی، کارآفرینی
وضعیت مقاله انگلیسی و ترجمه:
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فهرست مطالب:
Abstract
Keywords
1. Introduction
2. Pre-industrial relational exchange
2.1. Pre-industrial entrepreneurship in small communities
2.2. Business-to-business networks and the need for entrepreneurs
2.3. Pre-industrial entrepreneurship in large population centers
3. Entrepreneurship during the production era
3.1. The generalization of Pillsbury’s approach to all of industry
4. Entrepreneurship during the sales era
5. Entrepreneurship in the marketing and relational age
6. Entrepreneurship in a post-relationship age
7. Discussion
7.1. Conclusions
References
قسمتی از مقاله انگلیسی:
1. Introduction
Marketing history is inseparable from entrepreneurship history, but scholars routinely treat the topics in isolation from each other. Throughout history, entrepreneurs have often filled the role of their firm’s marketing department, as entrepreneurs tend to wear many hats in small firms such as those of the preindustrial era and still today at the onset of many ventures (Mathias & Williams, 2018). In the following passages, we seek to revisit entrepreneurship and marketing history to illustrate how joint examination portrays a cohesive picture of the commerce’s development, as the fields complement each other. Although controversial in certain regards, perhaps more so to marketing scholars than for entrepreneurship scholars, this comparison can also serve to better unite the disciplines. Specifically, we contribute to entrepreneurship and marketing history by (1) providing a critique of the current conception of marketing eras in western culture, (2) discussing history in relation to the motivation of the entrepreneur in addition to meeting consumer needs, (3) highlighting how relationships have always been central to commerce. Theorists suggest marketing originated at the dawn of exchange and trade between parties beginning approximately 8000 years ago (Sheth & Parvatiyar, 1995). However, few scholars attempt to elaborate on the early history of marketing and even fewer address the role of the entrepreneur in developing the craft of marketing. An exploration and explanation of what the marketing function was in the distant past is left largely to the imagination, particularly as it pertains to entrepreneurship. We believe this to be an oversight on the part of scholars in both marketing and entrepreneurship that leaves a gap in the literature in need of attention similarly to how other business disciplines have been rethought (e.g., Cummings, Bridgman, & Hassard, 2017).