عنوان مقاله [English]
Entrepreneurial marketing has greatly expanded over the past two decades. Emerging and innovative companies have used entrepreneurial marketing in a turbulent environment as a powerful alternative to counteract the traditional marketing effectiveness. The purpose of this study is to formulate a comprehensive model of entrepreneurial marketing by examining the opinions of experts and experts who have paid special attention to environmental planning. Data were analyzed using the data base method. To analyze the data, based on Corbin and Strauss's (2008) theory that focuses on information components through the 3-step coding process, 25 concepts (open source) were extracted from these interviews and extracted from the survey. To be more precise and connect between concepts, 6 subcategories (axial code) and 1 core category (selective code) were obtained. The results show that among the most frequently cited and repeated categories of interview analysis are "customer orientation" and "opportunism". Many of the nascent Iranian innovation businesses active in the digital and Internet businesses have been starting their operations based on the needs of Iranian customers and the deficiency of products and services available in the market. Changes have also been made to service provision and decision making regarding the content and method of advertising of startups.