Entrepreneurial Marketing: Una aproximación teórica a la relación de la mercadotecnia con el emprendimiento

Aurora Araceli Carbajal Silva, Raúl Campos Sánchez, Alejandro Campos Sánchez



El estudio de la mercadotecnia y el emprendimiento han tenido caminos distintos e independientes. Mientras la mercadotecnia es un campo de estudio con mayor antigüedad que el emprendimiento, este se ha venido consolidando en las últimas décadas como un campo que merece un lugar independiente para su estudio dentro de las ciencias económico administrativas. Así, las investigaciones del campo del emprendimiento en su relación con otros campos de estudio tienen mayor relevancia. La importancia económica de las empresas en México y otros lugares del mundo, hacen que estudios sobre los fenómenos que pueden ayudar a consolidar los proyectos emprendedores cobren mayor relevancia. Éste trabajo, presenta una aproximación teórica al Entrepreneurial Marketing, un campo de estudio relativamente nuevo, que analiza el rol y la importancia de la mercadotecnia en los proyectos de emprendimiento desde su etapa de gestación. Se presenta una revisión de literatura sobre antecedentes, teorías, trabajos previos y dimensiones que el Entrepreneurial Marketing, ofrece al campo de la ciencia para su análisis.

Palabras clave

Emprendimiento; marketing; entrepreneurial markenting; dimensiones

Texto completo:



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