Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve

Yasemin Gedik

Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve

Abstract

Küresel rekabetin artması işletmeleri tüketicilerle iletişimi yoğunlaştırmanın ve kolaylaştırmanın etkili bir yolunu bulmaya itmektedir. Gerilla pazarlama, reklam, doğrudan pazarlama, halkla ilişkiler vb. geleneksel pazarlama medyasının uygulama yöntemlerini değiştiren, alternatif ve bütünsel bir pazarlama yaklaşımıdır. Gerilla pazarlama, ürünler/ hizmetler için viral oluşturma amacıyla sıradan, günlük bir yerde alışılmadık veya beklenmedik bir pazarlama etkinliği yürütme eylemidir. Gerilla pazarlama, minimum yatırımla kar elde etmenin kanıtlanmış bir yöntemidir. Gerilla pazarlama stratejisi, büyük bir pazarlama bütçesinden ziyade hayal gücüne, yaratıcı fikre ve yenilikçi tasarıma dayanır. Gerilla pazarlamanın avantajları arasında, düşük maliyet, internette viral olabilme, müşterilerin sözlü anlatımıyla hızlıca büyüyebilme ve müşteriler üzerinde kalıcı bir etki bırakabilme bulunmaktadır. Bu çalışma, gerilla pazarlama ile ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, pazarlama yöneticilerine ilgili kararları alırken yardımcı olmayı hedeflemektedir

Keywords

References

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Details

Primary Language

Turkish

Subjects

-

Journal Section

Review

Authors

Yasemin Gedik ^*
0000-0002-1166-3227
Türkiye

Publication Date

December 28, 2020

Submission Date

September 27, 2020

Acceptance Date

November 24, 2020

Published in Issue

Year 2020 Volume: 17 Number: 2

IZ

https://izlik.org/JA45TH65YE

Cite

RIS / Bibtex

APA

Gedik, Y. (2020). Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi, 17(2), 68-86. https://izlik.org/JA45TH65YE

AMA

1.Gedik Y. Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi. 2020;17(2):68-86. https://izlik.org/JA45TH65YE

Chicago

Gedik, Yasemin. 2020. “Gerilla Pazarlama: Araçları, Avantajları Ve Stratejileri Üzerine Teorik Bir Çerçeve”. Çağ Üniversitesi Sosyal Bilimler Dergisi 17 (2): 68-86. https://izlik.org/JA45TH65YE.

EndNote

Gedik Y (December 1, 2020) Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi 17 2 68–86.

IEEE

[1]Y. Gedik, “Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve”, Çağ Üniversitesi Sosyal Bilimler Dergisi, vol. 17, no. 2, pp. 68–86, Dec. 2020, [Online]. Available: https://izlik.org/JA45TH65YE

ISNAD

Gedik, Yasemin. “Gerilla Pazarlama: Araçları, Avantajları Ve Stratejileri Üzerine Teorik Bir Çerçeve”. Çağ Üniversitesi Sosyal Bilimler Dergisi 17/2 (December 1, 2020): 68-86. https://izlik.org/JA45TH65YE.

JAMA

1.Gedik Y. Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi. 2020;17:68–86.

MLA

Gedik, Yasemin. “Gerilla Pazarlama: Araçları, Avantajları Ve Stratejileri Üzerine Teorik Bir Çerçeve”. Çağ Üniversitesi Sosyal Bilimler Dergisi, vol. 17, no. 2, Dec. 2020, pp. 68-86, https://izlik.org/JA45TH65YE.

Vancouver

1.Yasemin Gedik. Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve. Çağ Üniversitesi Sosyal Bilimler Dergisi [Internet]. 2020 Dec. 1;17(2):68-86. Available from: https://izlik.org/JA45TH65YE