Büyük Verinin Pazarlama Karması Üzerindeki Etkileri

Erkan Bil; Murat Özkaya

doi:10.32709/akusosbil.896934

TR EN

Büyük Verinin Pazarlama Karması Üzerindeki Etkileri

Abstract

Bu çalışmada, büyük veri kavramının pazarlama karması üzerindeki etkileri incelenmiştir. İlk olarak, pazarlama karması açıklanıp, pazarlama karmasının 4P’si sunulmuştur. Pazarlama karmasının her bir elemanını yani ürün (product), fiyat (price), dağıtım (place) ve tutundurma (promotion) kavramları ayrı ayrı açıklanmıştır. Daha sonra, büyük veri ve büyük veri analizinin özelliklerinden kısaca bahsedilmiştir.. Büyük verinin pazarlama karması bileşenleri üzerindeki etkileri ayrı ayrı incelenmiştir. Son olarak, yapılan bu incelemelerin sonuçları bir başlık altında toplanmıştır. Yapılan araştırmaların sonucunda büyük veri analizinin pazarlama karmasının elemanlarının ele alınış biçimlerinde çeşitli değişiklikler oluşturduğu görülmüştür. Büyük veri analizi ve büyük veri sayesinde amaçlara daha uygun stratejilerin belirlenmesinin daha kolaylaştığı incelenen çalışmalardan tespit edilmiştir.

Keywords

Büyük veri, pazarlama karması, dijitalleşme, pazarlama stratejileri

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Research Article

Authors

Erkan Bil
0000-0003-4301-3816
Türkiye

Murat Özkaya ^*
0000-0001-7241-4710
Türkiye

Publication Date

September 26, 2022

Submission Date

March 15, 2021

Acceptance Date

August 6, 2022

Published in Issue

Year 2022 Volume: 24 Number: 3

DOI

https://doi.org/10.32709/akusosbil.896934

IZ

https://izlik.org/JA97EG54RE

APA

Bil, E., & Özkaya, M. (2022). Büyük Verinin Pazarlama Karması Üzerindeki Etkileri. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, 24(3), 969-980. https://doi.org/10.32709/akusosbil.896934

AMA

1.Bil E, Özkaya M. Büyük Verinin Pazarlama Karması Üzerindeki Etkileri. AKUSBD. 2022;24(3):969-980. doi:10.32709/akusosbil.896934

Chicago

Bil, Erkan, and Murat Özkaya. 2022. “Büyük Verinin Pazarlama Karması Üzerindeki Etkileri”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 24 (3): 969-80. https://doi.org/10.32709/akusosbil.896934.

EndNote

Bil E, Özkaya M (September 1, 2022) Büyük Verinin Pazarlama Karması Üzerindeki Etkileri. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 24 3 969–980.

IEEE

[1]E. Bil and M. Özkaya, “Büyük Verinin Pazarlama Karması Üzerindeki Etkileri”, AKUSBD, vol. 24, no. 3, pp. 969–980, Sept. 2022, doi: 10.32709/akusosbil.896934.

ISNAD

Bil, Erkan - Özkaya, Murat. “Büyük Verinin Pazarlama Karması Üzerindeki Etkileri”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi 24/3 (September 1, 2022): 969-980. https://doi.org/10.32709/akusosbil.896934.

JAMA

1.Bil E, Özkaya M. Büyük Verinin Pazarlama Karması Üzerindeki Etkileri. AKUSBD. 2022;24:969–980.

MLA

Bil, Erkan, and Murat Özkaya. “Büyük Verinin Pazarlama Karması Üzerindeki Etkileri”. Afyon Kocatepe Üniversitesi Sosyal Bilimler Dergisi, vol. 24, no. 3, Sept. 2022, pp. 969-80, doi:10.32709/akusosbil.896934.

Vancouver

1.Erkan Bil, Murat Özkaya. Büyük Verinin Pazarlama Karması Üzerindeki Etkileri. AKUSBD. 2022 Sep. 1;24(3):969-80. doi:10.32709/akusosbil.896934

Cited By

Büyük Verinin Bankacılık Sektöründe Pazarlama Öngörülerinde Kullanımına İlişkin Nitel Bir Araştırma

Sosyoekonomi

https://doi.org/10.17233/sosyoekonomi.2025.02.25

This work is licensed under Creative Commons Attribution-NonCommercial 4.0 International

Büyük Verinin Pazarlama Karması Üzerindeki Etkileri

Abstract

Keywords

The Effects of the Big Data Concept on the Marketing Mix

Abstract

Keywords

References

Details

Primary Language

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Publication Date

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Published in Issue

DOI

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Büyük Verinin Bankacılık Sektöründe Pazarlama Öngörülerinde Kullanımına İlişkin Nitel Bir Araştırma