واقع تطبيق التسويق الريادي لدى المسوقين الإلكترونيين في محافظة طرطوس _دراسة ميدانية_

Abstract

Entrepreneurial marketing is a modern concept that combines traditional marketing strategies with the spirit of innovation and risk that characterizes entrepreneurship. This approach provides e-marketers with new opportunities to adapt to changing business environments and achieve a competitive advantage in the market. The research aimed to know the reality of applying entrepreneurial marketing through its dimensions (innovation, exploiting opportunities, risk, exploiting resources, focusing on the customer), by applying it to e-marketers in Tartous Governorate. 200 questionnaires were distributed to a facilitated sample, from which 153 responses were retrieved. The researcher relied on the descriptive approach, as the researcher relied on books, references and periodicals to develop the theoretical framework, and the SPSS v.24 program was used to analyze the data collected from a facilitated sample, and the researcher reached results indicating that there are statistically significant differences between the average answers of the sample members about the reality of applying entrepreneurial marketing in Tartous Governorate and the average neutrality (2), as the arithmetic average reached 2.45 among marketers in Tartous Governorate representing the research community, which shows the existence of sufficient awareness among electronic marketers of the concept of entrepreneurial marketing, and the recommendations came the necessity of enhancing the dimensions of entrepreneurial marketing, enhancing training and capacity building in the field of entrepreneurial marketing and working on innovative advertising campaigns to attract the attention of customers, and encouraging innovation and entrepreneurship to adopt entrepreneurial marketing techniques