Publication: Postmodern pazarlama anlayışında yeni açılımlar ve bir örnek olay
Abstract
Bu çalışma sürekli değişen pazarlama anlayışının günümüzde gelmiş olduğu Postmodern bakış açısını düzeyini incelemek amacıyla gerçekleştirilmiştir. Literatürde postmodern pazarlama yaklaşımıyla ilgili birçok tanım mevcutken çalışmamız postmodern pazarlamayı; modern sonrası yaklaşım olarak ele almaktadır. Bu çalışma kapsamında, öncelikle postmodern ve modern pazarlama yaklaşımları karşılaştırılıp daha sonra postmodern pazarlama yaklaşımıyla olarak ortaya çıkan; İlişkisel Pazarlama, Veri Tabanlı Pazarlama, Değer Temelli Pazarlama ve İzinli Pazarlama kavramları incelenmiş ve son bölümde ise bu açılımları pazarlama faaliyetlerinde kullanan bir pazarlama ajansının uygulamaları incelenmiştir. Yapılan incelemeler Postmodern Pazarlama uygulamalarının birey odaklı, kişisel; teknoloji destekli ve en önemlisi tüketicinin izini dahilinde yapıldığı taktirde başarıyla sonuçlanabildiğini göstermektedir. Postmodern pazarlama uygulamalarını müşteriden alınan izin temelinde gerçekleştiren firmaların minimum olanaklarıyla maksimum kazanç sağlayabildikleri; müşteri tatmini sonucu olarak da aynı müşteri ile çalışma sürekliliğini yakalayabilmekte sadakati elde ettikleri görülmüştür oldukları görülmektedir
This study was conducted to investigate the status progress of today’s postmodern marketing perspective. There are many different definition can be found in the literature about postmodern marketing concept but in this study we describe the concept as an after modern marketing perspective. In this study primarily, modern and postmodern marketing perspectives were compared and after that emerging postmodern marketing techniques like; relational marketing, database marketing, value based marketing and permission marketing concepts were investigated and at the final section a marketing agency’s practices which uses these techniques were analyzed. Results of this study showed that postmodern marketing practices will be successful only if they are individual oriented, technologically supported and most importantly if they are conducted with the permission of the consumer. Also it was seen that firms that base their postmodern marketing practices on customers permissions, gained maximum benefits with minimum facilities and as the result of customer satisfaction they gained customer loyalty.
This study was conducted to investigate the status progress of today’s postmodern marketing perspective. There are many different definition can be found in the literature about postmodern marketing concept but in this study we describe the concept as an after modern marketing perspective. In this study primarily, modern and postmodern marketing perspectives were compared and after that emerging postmodern marketing techniques like; relational marketing, database marketing, value based marketing and permission marketing concepts were investigated and at the final section a marketing agency’s practices which uses these techniques were analyzed. Results of this study showed that postmodern marketing practices will be successful only if they are individual oriented, technologically supported and most importantly if they are conducted with the permission of the consumer. Also it was seen that firms that base their postmodern marketing practices on customers permissions, gained maximum benefits with minimum facilities and as the result of customer satisfaction they gained customer loyalty.