Mohammad Hosein Ebrahimzadeh Esfahani - Master of Entrepreneurship Management, University of Tehran, Iran
Nilooraf Shoaei - Master of Entrepreneurship Management, University of Tehran, Iran
Reza Mohammad Kazemi - Associate Professor of Entrepreneurship, University of Tehran, Tehran, Iran

Business creativity is critical to the survival of any business due to the changing customer tastes and intense competition. The competitors strategy is no longer fixed and their identification is much more difficult than before. However, businesses are starting to compete without sufficient financial resources, sufficient manpower and ... to enter the market. Companies traditionally build their marketing activities based on customer relationship. This mode of action had the greatest impact, with little competition. Today conditions have completely changed. Customers pay attention to the content they receive in return for paid money and expect high-quality products, while price sensitivity has been rising, brand commitment is believed to have declined and has tended to increase brand reliance. On the one hand, the characteristics of consumers have changed for the benefit of the partners. On the other hand, the market conditions have become harder. Increasing competition and the number of consumers, while having multiple market segments for companies, has made contact with customers and their attention more difficult. Enterprises with the general advertising tool tend to communicate with customers and sell their products or services.

comedic marketing, hidden marketing, entrepreneurial marketing