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Elektronik marka yapılandırmasında etkili olan faktörlerin belirlenmesi üzerine karşılaştırmalı bir araştırma


  • Tülin DURUKAN

    (Kırıkkale Üniversitesi)

  • İsmail GÖKDENİZ

    (Kırıkkale Üniversitesi)

  • Serhan KESKİN

    (Ziraat Bankası)


Günümüzde pazarlama kavramına köklü değişiklikler getiren, yeni bir yön veren ve geleceğini belirleyen bazı ciddi oluşumlar yaşanmaktadır. İşletmelerin pazarlama programlarını, strateji ve uygulamalarını değiştiren trendlerin başlıcaları; bilgi teknolojilerindeki gelişmeler, internetin ticari amaçla kullanımı, küreselleşme sonucu değişen dünya ekonomisi, iş hayatında müşterinin artan değeri ve müşteri beklentilerinin değişimidir. Bu makalede, sözkonusu köklü değişimin en önemli unsuru olan internetin ticari amaçla kullanımı kapsamında, işletmelerin elektronik ortamda markalaşmaya yönelik çabalarının ve elektronik ortamda markalaşmayı etkileyen faktörlerin karşılaştırmalı bir araştırma sonucunda analizi amaçlanmıştır.

Suggested Citation

  • Tülin DURUKAN & İsmail GÖKDENİZ & Serhan KESKİN, 2007. "Elektronik marka yapılandırmasında etkili olan faktörlerin belirlenmesi üzerine karşılaştırmalı bir araştırma," Iktisat Isletme ve Finans, Bilgesel Yayincilik, vol. 22(250), pages 142-153.
  • Handle: RePEc:iif:iifjrn:v:22:y:2007:i:250:p:142-153

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    References listed on IDEAS

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    More about this item


    marka; elektronik marka; elektronik ticaret;

    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • N70 - Economic History - - Economic History: Transport, International and Domestic Trade, Energy, and Other Services - - - General, International, or Comparative
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce


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