BibTex RIS Kaynak Göster

DEĞER TEMELLİ PAZARLAMA (Finansal Boyut ve Müşteri Boyutu)

Yıl 2006, Cilt: 20 Sayı: 2, 327 - 342, 27.11.2010

Öz

Modern pazarlama anlayışında, işletme yöneticilerinin başarılı
olabilmeleri için, pazarlama konularının yanı sıra finansal konulara da
eğilmeleri gerekmektedir. İşletmelerin birincil amacının hissedar değeri
yaratmak olduğu yönündeki görüşün giderek daha fazla kabul görmesi,
pazarlama yöneticilerini değer ve değer yaratılması konularına odaklanmaya
zorlamaktadır. Bu çalışmada, öncelikle pazarlamanın geçirmiş olduğu aşamalar
ve değer temelli pazarlamanın ortaya çıkış nedenleri ele alınmakta, sonrasında
ise, değer temelli pazarlama finansal boyutta ve müşteri boyutunda
incelenmektedir

Kaynakça

  • Aksoy, A., (1993), İşletme Sermayesi Yönetimi, Gazi Kitabevi, Ankara.
  • Anthony, R. N. ve L. K. Pearlman, (1999), Essentials of Accounting, Prentice- Hall, New Jersey.
  • Ballow, J. J., R. Burgman ve M. J. Molnar, (2004), “Managing for Shareholder Value: intangibles, future value and investment decisions”, Journal of Business Strategy, Vol. 25, No. 3, ss. 26–34.
  • Black, A. P. Wright ve J. E. Bachman, (1998), In Search of Shareholder Value, Pitman, London, s. 17.
  • Brooking, A., (1998), Intellectual Capital: core asset for the third millenium enterprise, International Thomson Business Press.
  • Butterfield, L., (1999), “Advertising and Shareholder Value”, Excellence in Advertising,” Butterworth-Heinemann, Oxford, ss. 265–296.
  • Davidow, W. H. ve M. S. Malone, (1992), The Virtual Corporation, Harper Collins, New York, ss. 11–22.
  • Day, G. ve L. Fahey. (1988), "Valuing Market Strategies" Journal of Marketing, 52, ss. 45–57.
  • Doyle, P., (2000), “Valuing Marketing’s Contribution”, European Management Journal, Vol. 18, No. 3, ss. 223–245.
  • Drucker, P. F., (1993), The Practice of Management, Butterworth-Heinemann, Oxford, s. 36.
  • Ecer, H. F. ve M. Canıtez, (2004), Pazarlama İlkeleri, Gazi Kitabevi, Ankara, s. 9.
  • Ercan, M. K. ve Ü. Ban, (2005), Değere Dayalı İşletme Finansı: Finansal Yönetim, Gazi Kitabevi, Ankara, s. 11.
  • Ercan, M. K., B. Öztürk ve K. Demirgüneş, (2003), Değere Dayalı Yönetim ve Entellektüel Sermaye, Gazi Kitabevi, Ankara.
  • Gallagher, R., (1998), “Returning To Your Customers”, Customer Value Management, New Zealand Ltd., http://www.cvm.co.nz.
  • Kemperman, J. E. B. ve J. M. L. Van Engelen, (1999), “Operationalizing The Customer Value Concept”, Paper, EMAC Conference, Berlin.
  • Koller, T., (1994), What Is Value Based Management, The McKinsey Quarterly, Number 3, New York.
  • Kotler, P., (1994), Marketing Management, Englewood Cliffs, 1994, s. 19.
  • Lukas, B. A., G. J. Whitwell ve P. Doyle, (2003), “How can a shareholder value approach improve marketing’s strategic influence?”, Journal of Business Research, 58, ss. 414–422.
  • Lyotard, F. J., (1994), Post Modern Durum, Çiğdem, A. (Çev.), Vadi Yayınları, Ankara, s. 11.
  • McCarthy, B., (2004), “Instant gratification or long-term value? A Lesson in Enhancing Shareholder Wealth”, Journal of Business Strategy, Vol. 25, No. 4, ss. 10–17.
  • McCole, P., (2004), “Refocusing marketing to reflect practice: the changing role of marketing for business”, Marketing Intelligence and Planning, Vol. 22, No. 5, ss. 531–539.
  • Peppers, D. ve M. Rogers, (1997), Enterprise One-to-One, Piatkus, London.
  • Pulic, Ante, (2003), “Do We Know If We Create or Destroy Value?”, www.measuring-ip.at.
  • Pulic, A., (2004), “Measuring The Performance of Intellectual Potential in Knowledge Economy”, www.measuring-ip.at.
  • Reichheld, F., (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value, Harvard Business School, Boston.
  • Seetharaman, A., H. H. B. Z. Sooria ve A. S. Saravan, (2002), “Intellectual Capital Accounting and Reporting in The Knowledge Economy”, Journal of Intellectual Capital, Vol. 3, No. 2, s. 128.
  • Srivastava, R. K., T. A. Shervani ve L. Fahey, (1999), “Market-based Assets and Shareholder Value: a framework for analysis”, Journal of Marketing, 62, ss. 2–18.
  • Sullivan, P., (2000), Value Driven Intellectual Capital: how to convert intangible assets into market value, John Wiley&Sons Press, New York.
  • Urban, L. G. ve J. R. Hauser, (2004), “Listening in-to find and explore new combinations of customer needs”, Journal of Marketing, ss. 72–87.
  • Van der Haar, J. W., R. M. Kemp ve O. Omta, (2001), “Creating Value That Can Not Be Copied”, Industrial Marketing Management, 30, ss. 627– 636.
  • Walters, D. ve G. Lancaster, (1999), “Value-based marketing and its usefulness to customers”, Management Decision, 37/9, MCB University Press, ss. 697–708.
  • Webster, F. E., (1997), “The Future Role of Marketing in The Organisation”, Cambridge Marketing Science Institute, ss.39-66.
  • Welge, M. ve D. Holtbrugge, (1999), “International Management Under Post- modern Conditions”, Management International Review, ss. 305–320.
Yıl 2006, Cilt: 20 Sayı: 2, 327 - 342, 27.11.2010

Öz

Kaynakça

  • Aksoy, A., (1993), İşletme Sermayesi Yönetimi, Gazi Kitabevi, Ankara.
  • Anthony, R. N. ve L. K. Pearlman, (1999), Essentials of Accounting, Prentice- Hall, New Jersey.
  • Ballow, J. J., R. Burgman ve M. J. Molnar, (2004), “Managing for Shareholder Value: intangibles, future value and investment decisions”, Journal of Business Strategy, Vol. 25, No. 3, ss. 26–34.
  • Black, A. P. Wright ve J. E. Bachman, (1998), In Search of Shareholder Value, Pitman, London, s. 17.
  • Brooking, A., (1998), Intellectual Capital: core asset for the third millenium enterprise, International Thomson Business Press.
  • Butterfield, L., (1999), “Advertising and Shareholder Value”, Excellence in Advertising,” Butterworth-Heinemann, Oxford, ss. 265–296.
  • Davidow, W. H. ve M. S. Malone, (1992), The Virtual Corporation, Harper Collins, New York, ss. 11–22.
  • Day, G. ve L. Fahey. (1988), "Valuing Market Strategies" Journal of Marketing, 52, ss. 45–57.
  • Doyle, P., (2000), “Valuing Marketing’s Contribution”, European Management Journal, Vol. 18, No. 3, ss. 223–245.
  • Drucker, P. F., (1993), The Practice of Management, Butterworth-Heinemann, Oxford, s. 36.
  • Ecer, H. F. ve M. Canıtez, (2004), Pazarlama İlkeleri, Gazi Kitabevi, Ankara, s. 9.
  • Ercan, M. K. ve Ü. Ban, (2005), Değere Dayalı İşletme Finansı: Finansal Yönetim, Gazi Kitabevi, Ankara, s. 11.
  • Ercan, M. K., B. Öztürk ve K. Demirgüneş, (2003), Değere Dayalı Yönetim ve Entellektüel Sermaye, Gazi Kitabevi, Ankara.
  • Gallagher, R., (1998), “Returning To Your Customers”, Customer Value Management, New Zealand Ltd., http://www.cvm.co.nz.
  • Kemperman, J. E. B. ve J. M. L. Van Engelen, (1999), “Operationalizing The Customer Value Concept”, Paper, EMAC Conference, Berlin.
  • Koller, T., (1994), What Is Value Based Management, The McKinsey Quarterly, Number 3, New York.
  • Kotler, P., (1994), Marketing Management, Englewood Cliffs, 1994, s. 19.
  • Lukas, B. A., G. J. Whitwell ve P. Doyle, (2003), “How can a shareholder value approach improve marketing’s strategic influence?”, Journal of Business Research, 58, ss. 414–422.
  • Lyotard, F. J., (1994), Post Modern Durum, Çiğdem, A. (Çev.), Vadi Yayınları, Ankara, s. 11.
  • McCarthy, B., (2004), “Instant gratification or long-term value? A Lesson in Enhancing Shareholder Wealth”, Journal of Business Strategy, Vol. 25, No. 4, ss. 10–17.
  • McCole, P., (2004), “Refocusing marketing to reflect practice: the changing role of marketing for business”, Marketing Intelligence and Planning, Vol. 22, No. 5, ss. 531–539.
  • Peppers, D. ve M. Rogers, (1997), Enterprise One-to-One, Piatkus, London.
  • Pulic, Ante, (2003), “Do We Know If We Create or Destroy Value?”, www.measuring-ip.at.
  • Pulic, A., (2004), “Measuring The Performance of Intellectual Potential in Knowledge Economy”, www.measuring-ip.at.
  • Reichheld, F., (1996), The Loyalty Effect: The Hidden Force Behind Growth, Profits and Lasting Value, Harvard Business School, Boston.
  • Seetharaman, A., H. H. B. Z. Sooria ve A. S. Saravan, (2002), “Intellectual Capital Accounting and Reporting in The Knowledge Economy”, Journal of Intellectual Capital, Vol. 3, No. 2, s. 128.
  • Srivastava, R. K., T. A. Shervani ve L. Fahey, (1999), “Market-based Assets and Shareholder Value: a framework for analysis”, Journal of Marketing, 62, ss. 2–18.
  • Sullivan, P., (2000), Value Driven Intellectual Capital: how to convert intangible assets into market value, John Wiley&Sons Press, New York.
  • Urban, L. G. ve J. R. Hauser, (2004), “Listening in-to find and explore new combinations of customer needs”, Journal of Marketing, ss. 72–87.
  • Van der Haar, J. W., R. M. Kemp ve O. Omta, (2001), “Creating Value That Can Not Be Copied”, Industrial Marketing Management, 30, ss. 627– 636.
  • Walters, D. ve G. Lancaster, (1999), “Value-based marketing and its usefulness to customers”, Management Decision, 37/9, MCB University Press, ss. 697–708.
  • Webster, F. E., (1997), “The Future Role of Marketing in The Organisation”, Cambridge Marketing Science Institute, ss.39-66.
  • Welge, M. ve D. Holtbrugge, (1999), “International Management Under Post- modern Conditions”, Management International Review, ss. 305–320.
Toplam 33 adet kaynakça vardır.

Ayrıntılar

Birincil Dil tr;en
Bölüm Makaleler
Yazarlar

Banu Külter Bu kişi benim

Kartal Demirgüneş Bu kişi benim

Yayımlanma Tarihi 27 Kasım 2010
Yayımlandığı Sayı Yıl 2006 Cilt: 20 Sayı: 2

Kaynak Göster

APA Külter, B., & Demirgüneş, K. (2010). DEĞER TEMELLİ PAZARLAMA (Finansal Boyut ve Müşteri Boyutu). Atatürk Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 20(2), 327-342.

4aoDA4.pngithenticate-badge-rec-positive.png800px-Open-Access-PLoS.svg.png