Publication: Elektronik Pazarlamanın Çerçevesi ve Türkiye'deki Kobi'lerin Konuyla İlgili Bilgi Düzeyleri ve Beklentileri
Abstract
Elektronik kelimesinin kısaltılmışı olan "E" harfi gelecek ile özdeşleşmiş durumda. Her yerde, kavramların, işlemlerin ve süreçlerin önüne eklenmiş elekronik kelimesini görüyoruz. Bunlardan sıkça rastladıklarımız arasında E-Dünya, e-ekonomi, e-yaşam, e-ticaret, e-iş(letme), e-devlet ve elbette e-pazarlamayı saymak mümkün. İşletme aktiviteleri arasında özellikle pazarlama ile ilgili olanlar büyük ölçüde Internet ve Web tabanlı uygulamalardan etkilenmektedir. Dolayısıyla pazarlamaya ilişkin karar vericilerin bu gerçeğin farkına varması gerekir. Yeni iş yapış biçimlerini göz ardı etmeden pazarlama güçlerini gerekli olan durumlarda bu yeni platforma yönlendirmeleri gerekir. Bunun yanısıra yeni ekonominin dijital müşterilerinin değişen tutum ve davranışlarını, sanal yaşam tarzlarını dikkatlice değerlendirmeleri ve eylem planlarını ona göre hazırlamaları gerekir. Bu bağlamda, çalışmanın amacı, e-pazarlamanın ve sürecinin çerçevesini çizerek yeni platformda pazarlama stratejileri oluşturulmasına yardımcı olmaktır. Bilgisayar, mobil iletişim araçları ve Internet teknolojilerinin önemi ve sunduğu fırsatlar çeşitli uygulama örnekleri ile ortaya konmaktadır. Çalışmada, 1999 yılında Ülkemizde 339 Küçük ve Orta Ölçekli İşyerlerinde yapılan bir araştırmanın konuyla ilgili bulgularına da yer verilmektedir.
"E"; the abbreviation of "electronic" is the letter which stands for the future. It is everywhere around us. Ahead of the constructs, processes, tranctions. Some of the most popular among these are, E-World, e-economy, e-life, e-commerce, e-business, e-government and certainly e-marketing. Among the business activities, marketing is the one, which has substantially influenced by Internet and Web based applications. Decision makers performing marketing functions should be aware of this fact. They should not ignore the new way of doing marketing activities and direct their marketing effort to this new business platform when needed. Besides, the changes in attitudes and behaviors of digital customers of new economy, their cyber lifestyles should be carefully evaluated in order to act accordingly. Within this context, the purpose of the study is to build the framework of e-marketing and marketing process for enhancing the development of marketing strategies on the new business platform. The importance and the advantages offered by computer, communication and Internet technologies for marketing process are underlined through examples about applications. The findings of the research, related with the subject of the study - conducted in our country to a sample of 339 Small and Medium Enterprises (SME's) in 1999 - are presented.
"E"; the abbreviation of "electronic" is the letter which stands for the future. It is everywhere around us. Ahead of the constructs, processes, tranctions. Some of the most popular among these are, E-World, e-economy, e-life, e-commerce, e-business, e-government and certainly e-marketing. Among the business activities, marketing is the one, which has substantially influenced by Internet and Web based applications. Decision makers performing marketing functions should be aware of this fact. They should not ignore the new way of doing marketing activities and direct their marketing effort to this new business platform when needed. Besides, the changes in attitudes and behaviors of digital customers of new economy, their cyber lifestyles should be carefully evaluated in order to act accordingly. Within this context, the purpose of the study is to build the framework of e-marketing and marketing process for enhancing the development of marketing strategies on the new business platform. The importance and the advantages offered by computer, communication and Internet technologies for marketing process are underlined through examples about applications. The findings of the research, related with the subject of the study - conducted in our country to a sample of 339 Small and Medium Enterprises (SME's) in 1999 - are presented.