文章基本信息

标题：Marketing and Entrepreneurship: Relationship between Marketing Strategies, Entrepreneurial Development, Sale Growth and Corporate Profitability
本地全文：下载
作者：Masoud lajevardi ; Ali Faez
期刊名称：Journal of Marketing and Consumer Research
电子版ISSN：2422-8451
出版年度：2015
卷号：17
页码：98-106
语种：English
出版社：International Institute for Science, Technology Education
摘要：Marketing, Entrepreneurship and innovation are considered among the main characteristics of strategic thinking in business organizations today because of their complicated effects on designing and executing the different activities of such organizations, especially the marketing activities which constitute the core of all other activities. The aim of this study was examined the effects of Marketing Strategies on Entrepreneurial Development. It also attempts to determine the extent to which promotion increases sales growth. Survey research method that used in a cross sectional design through the use of comprehensive questionnaires which were distributed to selected business enterprises. In the analysis of data collected, it was found that marketing strategy such as promotion has a significant impact on the sales growth of any company. It was also noted that the use of direct distribution channel has a positive effect on the overall profitability of the firm. From these analytical findings, it is therefore recommended that entrepreneurs should be able to understand the need for customer satisfaction and create niche for the product they sell. Entrepreneurs should engage in more marketing promotions by making use of the internet, radio, TV, billboards, and ensure their customers are reached wherever they are found. The research makes clear the importance of Marketing Strategy to all organizations, as it has been confirmed that marketing strategy does have effects on entrepreneurial development.
其他摘要：Marketing, Entrepreneurship and innovation are considered among the main characteristics of strategic thinking in business organizations today because of their complicated effects on designing and executing the different activities of such organizations, especially the marketing activities which constitute the core of all other activities. The aim of this study was examined the effects of Marketing Strategies on Entrepreneurial Development. It also attempts to determine the extent to which promotion increases sales growth. Survey research method that used in a cross sectional design through the use of comprehensive questionnaires which were distributed to selected business enterprises. In the analysis of data collected, it was found that marketing strategy such as promotion has a significant impact on the sales growth of any company. It was also noted that the use of direct distribution channel has a positive effect on the overall profitability of the firm. From these analytical findings, it is therefore recommended that entrepreneurs should be able to understand the need for customer satisfaction and create niche for the product they sell. Entrepreneurs should engage in more marketing promotions by making use of the internet, radio, TV, billboards, and ensure their customers are reached wherever they are found. The research makes clear the importance of Marketing Strategy to all organizations, as it has been confirmed that marketing strategy does have effects on entrepreneurial development. Keywords: Marketing, Entrepreneurship, Promotion, sales growth, direct distribution channel
关键词：Marketing; Entrepreneurship; Promotion; sales growth; direct distribution channel