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ÇEVİK PAZARLAMA YAPISININ İŞLETMELERDE UYGULANMASINA İLİŞKİN ÖNERİLER

Year 2022, Volume: 15 Issue: 2, 98 - 111, 31.12.2022
https://doi.org/10.18221/bujss.1140640

Abstract

Değişen teknoloji ve dijitalleşmenin hızlanması, salgın hastalıklar, ekonomide yaşanan dalgalanmalar ve tüm bunlardan dolayı müşterinin hızla değişen ihtiyaç ve beklentilerinden kaynaklı işletmelerin pazarlama ve gelir yönetimini dengeli ve sürdürülebilir bir şekilde ilerletebilmesi zorlaşmaktadır. İşletmelerin karşılaşmış olduğu değişimler doğrultusunda hızlı bir şekilde başarı elde edebilmesi için yeni yetenekleri kendi bünyelerine eklemeleri gerekmektedir. Özellikle bu değişimler arasında hızla ilerleyen dijitalleşmeye işletmenin uyum sağlamasında çeviklik kriterinin işletmeye adapte edilmesi önem arz etmektedir. İşletmede ilk olarak seri üretim alanında başlamış olan çeviklik sonrasında tüm üretim alanlarında devam ederek zamanla insan kaynakları, tedarik zinciri, organizasyon gibi diğer alanlarda da kullanılmaya başlanmıştır. Çeviklik ile işletmenin birçok alanında sağlanan hızlı uyumun pazarlama alanındaki ismi çevik pazarlamadır. Çevik pazarlama yapısı; Kanban, Scrum, Scrumban ve diğer çevik metodolojilerin uygulanması ile sürekli olarak yinelemeli bir yaklaşım türüdür. İşletmenin karşılaşmış olduğu dış ve iç kaynaklı sorunları çevik pazarlama yapısı ile yönetmek, karşılaşılmış olan sorunları fırsatlara çevirebilmek için işletmeye yeni yöntemler deneme imkanı sunacaktır. Bu nedenle işletme içerisinde çevik pazarlama yapısının uygulanması ile işletmenin dış ve iç kaynaklı karşılaştığı tüm problemler karşısında pazarlama tarafında alınacak olan aksiyonlara hızlı bir biçimde uyum sağlanacaktır.

References

  • Baki, B. (2003). 21. Yüzyılın üretim paradigması: Çevik üretim. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 17(1-2),291-305.
  • Cooper, R., G. ve Sommer, A. (2016). Agile-stage-gate: New idea-to-launch method for manufactured new products is faster, more responsive. Industrial Marketing Management, 59,167-180. 10.1016/j.indmarman.2016.10.006.
  • Ene, S. (2020). Çevik pazarlama ve örnek uygulamalar. 1. Baskı, Cinius Yayınları.
  • Ewel, J. (2020). 6 disciplines of agile marketing. 1. Baskı, Wiley.
  • Gomes, E., Sousa, C. M. P. ve Vendrell-Herrero, F. (2020). International marketing agility: Conceptualization and research agenda. International Marketing Review, 37(2), 261-272. https://doi.org/10.1108/IMR-07-2019-0171
  • Homburg, C., Theel, M. ve Hohenberg, S. (2020). Marketing excellence: Nature, measurement, and investor valuations. Journal of Marketing, 84(3), 1-22. 10.1177/0022242920925517
  • Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L. ve Gal, D. (2020). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 1-24. https://doi.org/10.1177/0022242920952760
  • Perkin, N. (2022). Agile marketing: Unlock adaptive and data-driven marketing for long-term success. 1. Baskı, Kogan Page, ABD.
  • Penpece, D. ve Çelik, O. (2013). Bilişim sektöründen pazarlamaya aktarılan yeni bir kavram: Çevik pazarlama. Çukurova Üniversitesi İİBF Dergisi, 17(2),1-13.
  • Poolton, J., Ismail, H., S., Reid, I., R. ve Arokiam, I., C. (2006). Agile marketing for the manufacturing-based SME. Marketing Intelligence & Planning 24(7), 681-693. 10.1108/02634500610711851
  • Poolton, J., Ismail, H., S. ve Reid, I., R. (2008). Implementation of an agile marketing approach for the manufacturing-based SME. Internatioal Journal Entrepreneurship and Small Business, 6(2), 264-279.
  • Sailer, B. (2019). How to get started with agile marketing and do better work. 1.Baskı, Independently published.
  • Sharifi, H. ve Zhang, Z. (1999). A methodology for achieving agility in manufacturing organisations: An introduction. International Journal of Production Economics, 62(1-2), 7–22. https://doi.org/10.1016/S0925-5273(98)00217-5
  • Smith, G. (2016). Agile marketing: The incomplete guide. 1. Baskı, Bunny Picnic.
  • Suganya, V. (2021). Attitude of college students towards agıle marketing ın madurai city. EPRA International Journal of Multidisciplinary Research (IJMR)- Peer Reviewed Journal, 7(12), 126-128.
  • Supreethi, S. ve Suresh, M. (2021). Modelling of factors influencing marketing agility of strategic orientation in garment industries: A TISM approach. Metarials Today: Proceeding, 1-7. https://doi.org/10.1016/j.matpr.2021.01.852
  • Yan, Z., S. (2011). "Research on agile marketing for the modern enterprise information technology" IEEE, 1-3. 10.1109/ICEBEG.2011.5881566
  • Yusoff, Y., Alias, Z., Abdullah ve M., Mansor, Z. (2019). Agile marketing conceptual framework for private higher education ınstitutions. International Journal of Academic Research in Business and Social Sciences, 9(1), 1418-1426. 10.6007/IJARBSS/v9-i1/5896
  • Zhang, Z. ve Sharifi, H. (2000). A methodology for achieving agility in manufacturing organisations. International Journal of Operations & Production Management, 20(4), 496–513. 10.1108/01443570010314818
  • Zhou, H. ve He, Y. (2018). Comparative study of OKR and KPI. International Conference on E-commerce and Contemporary Economic Development (ECED), 319-323. 10.12783/dtem/eced2018/23986
  • https://www.atlassian.com/agile/advantage/connect-business-strategy-to-development-reality (10.04.2022).

SUGGESTIONS FOR THE APPLICATION OF AGILE MARKETING STRUCTURE IN BUSINESSES

Year 2022, Volume: 15 Issue: 2, 98 - 111, 31.12.2022
https://doi.org/10.18221/bujss.1140640

Abstract

Due to changing technology and acceleration of digitalization, epidemics, and difficulties in the economy, it is difficult for businesses to develop their marketing and revenue management in a balanced and sustainable way, because of the rapidly changing needs and expectations of the customers. For businesses to achieve success quickly in line with the changes they have encountered, they need to add new talents to their structures. It is of great importance that the agility criterion be adapted to the business, especially in the adaptation of the business to the rapidly progressing digitalization. Agility, which first started in the field of mass production in the business, then continued in all production areas and over time has begun to be used in other areas such as human resources, supply chain, and organization. The rapid adaptation provided in many areas of the business through agility is called agile marketing in the field of marketing. The agile marketing structure is a type of iterative approach, with the application of Kanban, Scrum, Scrumban, and other agile methodologies. Managing the external and internal problems faced by the business with an agile marketing structure, will provide the company with the opportunity to try new methods to turn these problems into opportunities. Therefore, with the implementation of an agile marketing structure within the company, the actions to be taken in the field of marketing will be rapidly adapted in regard of all external and internal problems faced by the enterprise.

References

  • Baki, B. (2003). 21. Yüzyılın üretim paradigması: Çevik üretim. Atatürk Üniversitesi İktisadi ve İdari Bilimler Dergisi, 17(1-2),291-305.
  • Cooper, R., G. ve Sommer, A. (2016). Agile-stage-gate: New idea-to-launch method for manufactured new products is faster, more responsive. Industrial Marketing Management, 59,167-180. 10.1016/j.indmarman.2016.10.006.
  • Ene, S. (2020). Çevik pazarlama ve örnek uygulamalar. 1. Baskı, Cinius Yayınları.
  • Ewel, J. (2020). 6 disciplines of agile marketing. 1. Baskı, Wiley.
  • Gomes, E., Sousa, C. M. P. ve Vendrell-Herrero, F. (2020). International marketing agility: Conceptualization and research agenda. International Marketing Review, 37(2), 261-272. https://doi.org/10.1108/IMR-07-2019-0171
  • Homburg, C., Theel, M. ve Hohenberg, S. (2020). Marketing excellence: Nature, measurement, and investor valuations. Journal of Marketing, 84(3), 1-22. 10.1177/0022242920925517
  • Kalaignanam, K., Tuli, K. R., Kushwaha, T., Lee, L. ve Gal, D. (2020). Marketing agility: The concept, antecedents, and a research agenda. Journal of Marketing, 1-24. https://doi.org/10.1177/0022242920952760
  • Perkin, N. (2022). Agile marketing: Unlock adaptive and data-driven marketing for long-term success. 1. Baskı, Kogan Page, ABD.
  • Penpece, D. ve Çelik, O. (2013). Bilişim sektöründen pazarlamaya aktarılan yeni bir kavram: Çevik pazarlama. Çukurova Üniversitesi İİBF Dergisi, 17(2),1-13.
  • Poolton, J., Ismail, H., S., Reid, I., R. ve Arokiam, I., C. (2006). Agile marketing for the manufacturing-based SME. Marketing Intelligence & Planning 24(7), 681-693. 10.1108/02634500610711851
  • Poolton, J., Ismail, H., S. ve Reid, I., R. (2008). Implementation of an agile marketing approach for the manufacturing-based SME. Internatioal Journal Entrepreneurship and Small Business, 6(2), 264-279.
  • Sailer, B. (2019). How to get started with agile marketing and do better work. 1.Baskı, Independently published.
  • Sharifi, H. ve Zhang, Z. (1999). A methodology for achieving agility in manufacturing organisations: An introduction. International Journal of Production Economics, 62(1-2), 7–22. https://doi.org/10.1016/S0925-5273(98)00217-5
  • Smith, G. (2016). Agile marketing: The incomplete guide. 1. Baskı, Bunny Picnic.
  • Suganya, V. (2021). Attitude of college students towards agıle marketing ın madurai city. EPRA International Journal of Multidisciplinary Research (IJMR)- Peer Reviewed Journal, 7(12), 126-128.
  • Supreethi, S. ve Suresh, M. (2021). Modelling of factors influencing marketing agility of strategic orientation in garment industries: A TISM approach. Metarials Today: Proceeding, 1-7. https://doi.org/10.1016/j.matpr.2021.01.852
  • Yan, Z., S. (2011). "Research on agile marketing for the modern enterprise information technology" IEEE, 1-3. 10.1109/ICEBEG.2011.5881566
  • Yusoff, Y., Alias, Z., Abdullah ve M., Mansor, Z. (2019). Agile marketing conceptual framework for private higher education ınstitutions. International Journal of Academic Research in Business and Social Sciences, 9(1), 1418-1426. 10.6007/IJARBSS/v9-i1/5896
  • Zhang, Z. ve Sharifi, H. (2000). A methodology for achieving agility in manufacturing organisations. International Journal of Operations & Production Management, 20(4), 496–513. 10.1108/01443570010314818
  • Zhou, H. ve He, Y. (2018). Comparative study of OKR and KPI. International Conference on E-commerce and Contemporary Economic Development (ECED), 319-323. 10.12783/dtem/eced2018/23986
  • https://www.atlassian.com/agile/advantage/connect-business-strategy-to-development-reality (10.04.2022).
There are 21 citations in total.

Details

Primary Language Turkish
Journal Section Review Article
Authors

Sevda Zengin 0000-0002-7327-9124

Publication Date December 31, 2022
Published in Issue Year 2022 Volume: 15 Issue: 2

Cite

APA Zengin, S. (2022). ÇEVİK PAZARLAMA YAPISININ İŞLETMELERDE UYGULANMASINA İLİŞKİN ÖNERİLER. Beykent Üniversitesi Sosyal Bilimler Dergisi, 15(2), 98-111. https://doi.org/10.18221/bujss.1140640

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