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Sosyal Pazarlama: Engeller ve Oneriler


  • Gul Bayraktaroglu

    () (Dokuz Eylul Universitesi, Isletme Fakultesi, Ingilizce Isletme Bolumu)

  • Burcu Ilter

    () (Dokuz Eylul Universitesi, Isletme Fakultesi, Ingilizce Isletme Bolumu)


Pazarlama, yasamin her alaninda kullanilmaktadir. Ureticiler urettikleri urun ve hizmetleri pazarlarken; bir is basvurusunda kisi kendini; politika alaninda partiler, fikirlerini pazarlamaktadirlar. Ayni sekilde toplumun yarari icin birtakim davranislar da pazarlanabilir. Ornegin, toplumun sigara icmemesi icin ‘sigara icmeme davranisi’ pazarlanabilir. Kar amaci gutmeyen sivil toplum kuruluslari ve devlet tarafindan yurutulen ve toplum yararina hizmet eden pazarlama uygulamalari, sosyal pazarlama olarak adlandirilmaktadir. Sosyal pazarlama, icinde bulundugu pazarin yapisi ve cevresel faktorlerin yani sira kendine ozgu birtakim ozelliklerinden dolayi geleneksel pazarlama uygulamalarindan farklilik gostermekte ve birtakim farkli sorunlarla karsilasmaktadir. Bu calismada sosyal pazarlama kavrami ve karsilasilan sorunlar tartisilmakta, bu sorunlarin ustesinden gelerek daha etkin sosyal pazarlama programlarinin hazirlanmasi konusunda oneriler getirilmektedir.

Suggested Citation

  • Gul Bayraktaroglu & Burcu Ilter, 2007. "Sosyal Pazarlama: Engeller ve Oneriler," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 7(1), pages 117-132.
  • Handle: RePEc:ege:journl:v:7:y:2007:i:1:p:117-132

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    Sosyal pazarlama;

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M39 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Other


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