Pandemi Sürecinde Marka Pazarlama Stratejileri

Hasan Selçuk Eti

Pandemi Sürecinde Marka Pazarlama Stratejileri

Abstract

İlk defa Çin’in Wuhan kentinde ortaya çıkan COVID-19 pandemisi hızlı bir şekilde bütün dünyaya yayılmış ve Dünya Sağlık Örgütü tarafından pandemi ilanı yapılmıştır. Bu dönemde zorunlu karantinalar, evden çalışma, çoğu işletmenin fiziksel olarak kapanması birçok hususta dönüşüm ve değişim yarattığı gibi tüketici davranışlarında da etkisini göstermiştir. Tüketici davranışlarının farklı ürün ya da alışveriş tarzlarına yönelmesi markaların da değişen tüketici yapısına uygun pazarlama stratejilerinin geliştirmesinde itici güç olmuştur. Bu dönemde en bariz değişiklik çoğu alışverişin çevrimiçi ortama taşınmasıdır. Daha önce çevrimiçi ortamla tanışmamış markalar artık stratejilerini bu ortama uygun hale getirmiştir. Ayrıca daha önce çevrim içi alışveriş deneyimlememiş müşterilerin de zorunluluktan bu kanalı tercih etmesi markaları bu müşteri tipinin sürekliliğini sağlayacak stratejilere yöneltmiştir. Bu stratejilerin özünün incelendiği bu çalışmada yeni normal ve pandemi sonrası olarak nitelendirilen süreçte değişen marka stratejilerinin sürekliliği hakkında tespitler de bulunulmuştur.

Keywords

References

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Details

Primary Language

Turkish

Subjects

Business Administration

Journal Section

Research Article

Authors

Hasan Selçuk Eti ^*
0000-0002-3792-697X
Türkiye

Publication Date

December 31, 2021

Submission Date

October 22, 2021

Acceptance Date

October 28, 2021

Published in Issue

Year 2021 Volume: 10 Number: 20

IZ

https://izlik.org/JA74SL97YW

Cite

RIS / Bibtex

APA

Eti, H. S. (2021). Pandemi Sürecinde Marka Pazarlama Stratejileri. Balkan Sosyal Bilimler Dergisi, 10(20), 1-9. https://izlik.org/JA74SL97YW

AMA

1.Eti HS. Pandemi Sürecinde Marka Pazarlama Stratejileri. BJSS. 2021;10(20):1-9. https://izlik.org/JA74SL97YW

Chicago

Eti, Hasan Selçuk. 2021. “Pandemi Sürecinde Marka Pazarlama Stratejileri”. Balkan Sosyal Bilimler Dergisi 10 (20): 1-9. https://izlik.org/JA74SL97YW.

EndNote

Eti HS (December 1, 2021) Pandemi Sürecinde Marka Pazarlama Stratejileri. Balkan Sosyal Bilimler Dergisi 10 20 1–9.

IEEE

[1]H. S. Eti, “Pandemi Sürecinde Marka Pazarlama Stratejileri”, BJSS, vol. 10, no. 20, pp. 1–9, Dec. 2021, [Online]. Available: https://izlik.org/JA74SL97YW

ISNAD

Eti, Hasan Selçuk. “Pandemi Sürecinde Marka Pazarlama Stratejileri”. Balkan Sosyal Bilimler Dergisi 10/20 (December 1, 2021): 1-9. https://izlik.org/JA74SL97YW.

JAMA

1.Eti HS. Pandemi Sürecinde Marka Pazarlama Stratejileri. BJSS. 2021;10:1–9.

MLA

Eti, Hasan Selçuk. “Pandemi Sürecinde Marka Pazarlama Stratejileri”. Balkan Sosyal Bilimler Dergisi, vol. 10, no. 20, Dec. 2021, pp. 1-9, https://izlik.org/JA74SL97YW.

Vancouver

1.Hasan Selçuk Eti. Pandemi Sürecinde Marka Pazarlama Stratejileri. BJSS [Internet]. 2021 Dec. 1;10(20):1-9. Available from: https://izlik.org/JA74SL97YW