Pazarlama, modern pazarlama ve dijital pazarlama
Küçük Resim Yok
Tarih
2019
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
İstanbul Beykent Üniversitesi
Erişim Hakkı
info:eu-repo/semantics/openAccess
Özet
Pazarlama her türlü ürünün tüketici tarafından tercih edilmesinde etki sahibi bir kanaldır. Üretim ile birlikte gelişim gösteren pazarlama araçları dönemin şartlarına uygun olarak değişiklik göstermişlerdir. Firmalar adına önem arz eden pazarlamanın ele alındığı bu çalışmada, pazarlamanın tanımı, gelişimi ve araçları ile beraber günümüzde kullanılan modern pazarlama kavramı, değişimin sebepleri, stratejileri ve teknolojik gelişim ile hayatımıza giren dijital pazarlama tanımları, stratejileri ve kanalları ele alınmıştır. Pazarlama, Modern Pazarlama ve Dijital Pazarlama çalışmasında literatür ve kaynak taraması teknikleri esas alınarak tüketicinin farkındalığı için faaliyetler gerçekleştiren pazarlamanın gelişimi üzerine çalışılmıştır. Gelişen teknoloji insan hayatını her alanda etkilediği gibi insanların satın alma davranışları ve etkilenme araçlarını da değiştirmiştir. Tarihsel gelişimde ürün odaklı iletişimin evrilerek tüketici odaklı pazarlama stratejileri ve uygulamalarına dönüşümü günümüzde pazarlamanın adaptasyonu olarak değerlendirilebilir. Bu dönüşüm tek başına üretim temelli değişikliklerden etkilenmemekte, küresel ekonomik etkiler, arz-talep dengesi ve rekabet ile farklılaşmaktadır. Hedef kitleye direkt ulaşmanın kolaylaştığı dijital pazarlama kanallarında, ürünün ve hizmetin direkt tanıtımının yanı sıra genel iletişim çalışmaları da gerçekleştirilmektedir.
Marketing has always been an important determinant for companies. There were certain eras which devided marketing techniques to a timeline. During the production period,which was dominating the global system after industrial revolution, marketing methods were simple. Firms were providing the product which consumer needs, so during that time consumer did not have multiple choices but with the competition involved in the equation and with wider product range, consumer changed his position and became the one who chooses the product. As the consumer became the choosing person, firms needed to convince them to purchase the products of their brand. Marketing techniques changed in regards to convince the customer and with the importance of investments for the companies, marketing costs needed to be optimised. Firms main aim has become to reach their potential customers instead of providing the information to the mass which would decrease their return of investment and higher their costs. With the technological revolution social and digital media became a part of daily life for almost every person. This gave a huge opportunity to the firms to introduce and communicate about their products directly to their potential target group. In this study, we focused on marketing definiton, its evolution, the factors changed and evolved the defition,strategies and tools. Also, this study adresses the technological revolution, the effect of digital media and concept of marketing and marketing communication.
Marketing has always been an important determinant for companies. There were certain eras which devided marketing techniques to a timeline. During the production period,which was dominating the global system after industrial revolution, marketing methods were simple. Firms were providing the product which consumer needs, so during that time consumer did not have multiple choices but with the competition involved in the equation and with wider product range, consumer changed his position and became the one who chooses the product. As the consumer became the choosing person, firms needed to convince them to purchase the products of their brand. Marketing techniques changed in regards to convince the customer and with the importance of investments for the companies, marketing costs needed to be optimised. Firms main aim has become to reach their potential customers instead of providing the information to the mass which would decrease their return of investment and higher their costs. With the technological revolution social and digital media became a part of daily life for almost every person. This gave a huge opportunity to the firms to introduce and communicate about their products directly to their potential target group. In this study, we focused on marketing definiton, its evolution, the factors changed and evolved the defition,strategies and tools. Also, this study adresses the technological revolution, the effect of digital media and concept of marketing and marketing communication.
Açıklama
Anahtar Kelimeler
İşletme, Business Administration
