BibTex RIS Cite

Kar Amacı Gütmeyen Sosyal İçerikli Pazarlama Uygulamaları: Sosyal Pazarlama

Year 2007, Issue: 28, - , 01.05.2007

Yrd. Doç. Dr. burcu İlter Doç. Dr. Gül Bayraktaroğlu

Abstract

Günümüzde toplumsal konular gittikçe daha fazla önem kazanmaktadır. Toplumsal sorunların aşılmasında kâr amacı gütmeyen işletmelerin de önemli rolü bulunmaktadır. Herhangi bir toplumsal sorunun çözümünde halkın yararına olacak birtakım davranışların benimsenmesi yönünde çalışmakta olan bu işletmeler faaliyetlerinde pazarlama tekniklerinden de yararlanmaktadırlar. Sosyal pazarlama olarak adlandırılan bu pazarlama uygulamaları geleneksel pazarlama uygulamalarına göre bazı farklılıklar göstermektedir. Bu çalışmada bu farklılıklar incelenmekte ve sosyal pazarlama uygulamalarının daha etkin olarak yerine getirilebilmesi için birtakım öneriler getirilmektedir. Sosyal pazarlamacının başarılı olabilmesi için öncelikle amaç belirlenmeli ve pazar bölümlere ayrılmalıdır. Ürün, fiyat, tutundurma ve dağıtımın da iyi planlaması ve gerekli strateji ve taktiklerin uygulanması gerekmektedir. Ürünün tanıtılması ve hedef kitlelere ulaştırılabilmesi için kitlesel iletişim araçlarının yanı sıra firma ya da örgütün çeşitli merkezlerdeki şubelerine ve gönüllü çalışan gruplarının çabalarına ihtiyaç duyulmaktadır

Keywords

Sosyal pazarlama sosyal pazarlama karması geleneksel pazarlama

References

  • ALDERSON, Helen; (2005), “Building Awareness Through a Social Marketing Project in Russia”, Prevention and Control, 1, ss.261-262.
  • ANDREASEN, Alan.R.; (1995), Marketing Social Change, Jossey-Bass, San Francisco.
  • ANSARI, Asim ve Sıddarth Charles B. WEINBERRG; (1996), “Pricing a Bundle of Products or Services: The Case of Non Profits”, Journal of Marketing Research, 33(1), ss.86-99.
  • BRYANT, Carol. A.; (2000), “Social Marketing: A New Approach to Improved Patient Care”, Elsevier Science Inc., 7(4), ss. 161-167.
  • CEMALCILAR, İlhan; (1979), “Hizmetlerin Pazarlanması”, Pazarlama Dergi- si, 4/2, ss. 3-7.
  • ÇABUK, Serap ve Mehmet. İ. YAöCI; (2003), Pazarlamaya Çağdaş Yakla- şım, Nobel Kitapevi, Adana, ss.168-169
  • ÇABUK, Serap ve Nakıpoğlu BURAK; (2003), “Çevreci Pazarlama ve Tüketi- cilerin Çevreci Tutumlarının Satın Alma Davranışlarına Etkileri ile İlgi- li Bir Uygulama”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 12(12), ss.39-54.
  • DIXON, Donald F. (1992); “Consumer Sovereignty, Democracy and The Mar- keting Concept: A Macro Marketing Perspective,” Canadian Journal of Administrative Sciences, 9(2), ss.116-25.
  • EWING, Mike T.;(2001), Social Marketing, The Haworth Press, USA.
  • GENÇTÜRK, Esra ve Fahri KARAKAù; (2002), “Kâr Amaçsız Kuruluşlarda Hizmet Kalitesinin Ölçülmesi ve Müşteri Odaklılık: Bir Kütüphane Uygulaması”, Pazarlama Dünyası, 16(02), ss.50-58.
  • GRIER, Sonya ve Carol A. BRYANT; (2005), “Social Marketing in Public Health”, Annual Review of Public Health, 26, ss. 319-339.
  • HASTINGS, Gerard ve Michael SAREN; (2003), “The Critical Contribution of Social Marketing: Theory and Application”, 3(3) ss. 305-322, İnternet Adresi: http://www.sagepublications.com, Erişim tarihi:15.8.2006.
  • KELLY, Eugene J. ve William LAZER; (1973), Managerial Marketing, Irwin, Homewood, IL.
  • KIKUMBIH, Nassor, Kara HANSON, Anne MILLS, Hadji MPONDA ve Joanna Armstrong SCHELLENBERG; (2005), “The Economics of Social Marketing: The Case of Mosquito Nets in Tanzania”, Social Science and Medicine, 60, ss. 369-381.
  • KOTLER, Philip; (1972), “What Consumerism Mean for Marketers”, Harvard Business Review, 50 (May-June), ss.48-57.
  • KOTLER, Philip. ve Gerald ZALTMAN; (1971), “Social Marketing: An Approach to Planned Social Change,” Journal of Marketing, 35(July), ss.3-12.
  • KOTLER, Philip. ve Sidney J. LEVY; (1969), “Broadening the Concept of Marketing,” Journal of Marketing, 33(1), ss.10-15.
  • KOTLER, Philip; Eduardo. L. ROBERTO ve Nancy LEE; (2002), Social Mar- keting: Improving the Quality of Life, Thousand Oaks, CA: Sage Pub., Second Edition.
  • LANCASTER, Alyse R. ve Kent M. LANCASTER; (2002), “Reaching Insomiacs With Television PSAs: Poor Placement of Important Messages”, Journal of Consumer Affairs, 36 (2), 150-170.
  • LAZER, William;, (1972), “Dimensions of Social Marketing”, World Congress of Sales and Marketing Executives International, Puerto Rico (May).
  • MAIBACH, Edward W.; (2002), “Explicating Social Marketing: What is It, and What Isn’t It?”, Social Marketing Quarterly, 8, ss.7-13.
  • McMAHON, Lance; (2001), “The Impact of Social Marketing on Social Engineering in Economic Restructuring”, iç. Michael T. EWING (Ed.), Social Marketing, The Haworth Press, USA.
  • MEEKERS, Dominique; Sohail AGHA ve Megan KLEIN; (2005), “The Impact on Condom Use of the “100% Genue” Social Marketing Prog- ram in Cameroon”, Journal of Adolescent Health, 36, ss:530el- 530el2.
  • ROTFELD, Herbert Jack; (2002), “Misplaced Marketing: The Social Harm of Public Service Advertising”, Journal of Consumer Marketing, 19(6), ss. 465-67.
  • RUMM, Peter D.; (2005), “Mass Communication and Social Marketing Strategies to Improve Men’s Health”, JMHG, 12(1), ss.121-123.
  • SLATER, Michael. D.; (1996), “Theory and Method in Health Audience Segmentation”. Journal of Health Communication, 1, ss.267-283.
  • SLATER, Michael. D. ve June A. FLORA; (1991), “Healthy Lifestyles: Audience Segmentation Analysis for Public Health Interventions”, Health Education Quarterly, 18(2), ss.221-233.
  • SMITH, William A.; (1997), “Social Marketing: Beyond the Nostalgia,” in GOLDBERG, MIDDLESTADT (Ed.), Social Marketing: Theoretical and Practical Perspectives: Mahwah, N. J.: Lawrence Erlbaum Associates, Publishers.
  • TAVMERGEN, Pırnar İge; (1998), “Sosyal Pazarlama: Genel Uygulamada Karşılaşılan Problemler ve Türkiye’den Bir Çalışma”, Pazarlama Dün- yası, Sayı: 70, ss. 22-28.
  • THACKERAY, Rosemary ve Kelli McCormak BROWN; (2005), “Social Mar- keting’s Unique Contributions to Health Promotion Practice”, Health Promotion Practice, 6(4), ss. 365-368.
  • TORLAK, Ömer; (2001), “Sivil Toplum Örgütlerinde Sosyal Pazarlama Yakla- şımı, Pazarlama Dünyası, 15(1), ss.49-53.
  • WEINREICH, Nedra Kline; (1999), Hand-On Social Marketing: A Step by Step Guide, SAGE Publications, USA.

Year 2007, Issue: 28, - , 01.05.2007

Yrd. Doç. Dr. burcu İlter Doç. Dr. Gül Bayraktaroğlu

Abstract

References

  • ALDERSON, Helen; (2005), “Building Awareness Through a Social Marketing Project in Russia”, Prevention and Control, 1, ss.261-262.
  • ANDREASEN, Alan.R.; (1995), Marketing Social Change, Jossey-Bass, San Francisco.
  • ANSARI, Asim ve Sıddarth Charles B. WEINBERRG; (1996), “Pricing a Bundle of Products or Services: The Case of Non Profits”, Journal of Marketing Research, 33(1), ss.86-99.
  • BRYANT, Carol. A.; (2000), “Social Marketing: A New Approach to Improved Patient Care”, Elsevier Science Inc., 7(4), ss. 161-167.
  • CEMALCILAR, İlhan; (1979), “Hizmetlerin Pazarlanması”, Pazarlama Dergi- si, 4/2, ss. 3-7.
  • ÇABUK, Serap ve Mehmet. İ. YAöCI; (2003), Pazarlamaya Çağdaş Yakla- şım, Nobel Kitapevi, Adana, ss.168-169
  • ÇABUK, Serap ve Nakıpoğlu BURAK; (2003), “Çevreci Pazarlama ve Tüketi- cilerin Çevreci Tutumlarının Satın Alma Davranışlarına Etkileri ile İlgi- li Bir Uygulama”, Çukurova Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, 12(12), ss.39-54.
  • DIXON, Donald F. (1992); “Consumer Sovereignty, Democracy and The Mar- keting Concept: A Macro Marketing Perspective,” Canadian Journal of Administrative Sciences, 9(2), ss.116-25.
  • EWING, Mike T.;(2001), Social Marketing, The Haworth Press, USA.
  • GENÇTÜRK, Esra ve Fahri KARAKAù; (2002), “Kâr Amaçsız Kuruluşlarda Hizmet Kalitesinin Ölçülmesi ve Müşteri Odaklılık: Bir Kütüphane Uygulaması”, Pazarlama Dünyası, 16(02), ss.50-58.
  • GRIER, Sonya ve Carol A. BRYANT; (2005), “Social Marketing in Public Health”, Annual Review of Public Health, 26, ss. 319-339.
  • HASTINGS, Gerard ve Michael SAREN; (2003), “The Critical Contribution of Social Marketing: Theory and Application”, 3(3) ss. 305-322, İnternet Adresi: http://www.sagepublications.com, Erişim tarihi:15.8.2006.
  • KELLY, Eugene J. ve William LAZER; (1973), Managerial Marketing, Irwin, Homewood, IL.
  • KIKUMBIH, Nassor, Kara HANSON, Anne MILLS, Hadji MPONDA ve Joanna Armstrong SCHELLENBERG; (2005), “The Economics of Social Marketing: The Case of Mosquito Nets in Tanzania”, Social Science and Medicine, 60, ss. 369-381.
  • KOTLER, Philip; (1972), “What Consumerism Mean for Marketers”, Harvard Business Review, 50 (May-June), ss.48-57.
  • KOTLER, Philip. ve Gerald ZALTMAN; (1971), “Social Marketing: An Approach to Planned Social Change,” Journal of Marketing, 35(July), ss.3-12.
  • KOTLER, Philip. ve Sidney J. LEVY; (1969), “Broadening the Concept of Marketing,” Journal of Marketing, 33(1), ss.10-15.
  • KOTLER, Philip; Eduardo. L. ROBERTO ve Nancy LEE; (2002), Social Mar- keting: Improving the Quality of Life, Thousand Oaks, CA: Sage Pub., Second Edition.
  • LANCASTER, Alyse R. ve Kent M. LANCASTER; (2002), “Reaching Insomiacs With Television PSAs: Poor Placement of Important Messages”, Journal of Consumer Affairs, 36 (2), 150-170.
  • LAZER, William;, (1972), “Dimensions of Social Marketing”, World Congress of Sales and Marketing Executives International, Puerto Rico (May).
  • MAIBACH, Edward W.; (2002), “Explicating Social Marketing: What is It, and What Isn’t It?”, Social Marketing Quarterly, 8, ss.7-13.
  • McMAHON, Lance; (2001), “The Impact of Social Marketing on Social Engineering in Economic Restructuring”, iç. Michael T. EWING (Ed.), Social Marketing, The Haworth Press, USA.
  • MEEKERS, Dominique; Sohail AGHA ve Megan KLEIN; (2005), “The Impact on Condom Use of the “100% Genue” Social Marketing Prog- ram in Cameroon”, Journal of Adolescent Health, 36, ss:530el- 530el2.
  • ROTFELD, Herbert Jack; (2002), “Misplaced Marketing: The Social Harm of Public Service Advertising”, Journal of Consumer Marketing, 19(6), ss. 465-67.
  • RUMM, Peter D.; (2005), “Mass Communication and Social Marketing Strategies to Improve Men’s Health”, JMHG, 12(1), ss.121-123.
  • SLATER, Michael. D.; (1996), “Theory and Method in Health Audience Segmentation”. Journal of Health Communication, 1, ss.267-283.
  • SLATER, Michael. D. ve June A. FLORA; (1991), “Healthy Lifestyles: Audience Segmentation Analysis for Public Health Interventions”, Health Education Quarterly, 18(2), ss.221-233.
  • SMITH, William A.; (1997), “Social Marketing: Beyond the Nostalgia,” in GOLDBERG, MIDDLESTADT (Ed.), Social Marketing: Theoretical and Practical Perspectives: Mahwah, N. J.: Lawrence Erlbaum Associates, Publishers.
  • TAVMERGEN, Pırnar İge; (1998), “Sosyal Pazarlama: Genel Uygulamada Karşılaşılan Problemler ve Türkiye’den Bir Çalışma”, Pazarlama Dün- yası, Sayı: 70, ss. 22-28.
  • THACKERAY, Rosemary ve Kelli McCormak BROWN; (2005), “Social Mar- keting’s Unique Contributions to Health Promotion Practice”, Health Promotion Practice, 6(4), ss. 365-368.
  • TORLAK, Ömer; (2001), “Sivil Toplum Örgütlerinde Sosyal Pazarlama Yakla- şımı, Pazarlama Dünyası, 15(1), ss.49-53.
  • WEINREICH, Nedra Kline; (1999), Hand-On Social Marketing: A Step by Step Guide, SAGE Publications, USA.
There are 32 citations in total.

Details

Primary Language Turkish
Journal Section Makaleler
Authors

Yrd. Doç. Dr. burcu İlter This is me

Doç. Dr. Gül Bayraktaroğlu This is me

Publication Date May 1, 2007
Published in Issue Year 2007 Issue: 28

Cite

APA İlter, Y. . D. . D. . . . ., & Bayraktaroğlu, D. D. . G. (2007). Kar Amacı Gütmeyen Sosyal İçerikli Pazarlama Uygulamaları: Sosyal Pazarlama. Erciyes Üniversitesi İktisadi Ve İdari Bilimler Fakültesi Dergisi(28).

Ethical Principles and Ethical Guidelines

The Journal of Erciyes University Faculty of Economics and Administrative Sciences places great emphasis on publication ethics, which serve as a foundation for the impartial and reputable advancement of scientific knowledge. In this context, the journal adopts a publishing approach aligned with the ethical standards set by the Committee on Publication Ethics (COPE) and is committed to preventing potential malpractice. The following ethical responsibilities, established based on COPE’s principles, are expected to be upheld by all stakeholders involved in the publication process (authors, readers and researchers, publishers, reviewers, and editors).

Ethical Responsibilities of Editors
Make decisions on submissions based on the quality and originality of the work, its alignment with the journal's aims and scope, and the reviewers’ evaluations, regardless of the authors' religion, language, race, ethnicity, political views, or gender.
Respond to information requests from readers, authors, and reviewers regarding the publication and evaluation processes.
Conduct all processes without compromising ethical standards and intellectual property rights.
Support freedom of thought and protect human and animal rights.
Ensure the peer review process adheres to the principle of double-blind peer review.
Take full responsibility for accepting, rejecting, or requesting changes to a manuscript and ensure that conflicts of interest among stakeholders do not influence these decisions.
Ethical Responsibilities of Authors
Submitted works must be original. When utilizing other works, proper and complete citations and/or references must be provided.
A manuscript must not be under review by another journal simultaneously.
Individuals who have not contributed to the experimental design, implementation, data analysis, or interpretation should not be listed as authors.
If requested during the review process, datasets used in the manuscript must be provided to the editorial board.
If a significant error or mistake is discovered in the manuscript, the journal’s editorial office must be notified.
For studies requiring ethical committee approval, the relevant document must be submitted to the journal. Details regarding the ethical approval (name of the ethics committee, approval document number, and date) must be included in the manuscript.
Changes to authorship (e.g., adding or removing authors, altering the order of authors) cannot be proposed after the review process has commenced.
Ethical Responsibilities of Reviewers
Accept review assignments only in areas where they have sufficient expertise.
Agree to review manuscripts in a timely and unbiased manner.
Ensure confidentiality of the reviewed manuscript and not disclose any information about it, during or after the review process, beyond what is already published.
Refrain from using information obtained during the review process for personal or third-party benefit.
Notify the journal editor if plagiarism or other ethical violations are suspected in the manuscript.
Conduct reviews objectively and avoid conflicts of interest. If a conflict exists, the reviewer should decline the review.
Use polite and constructive language during the review process and avoid personal comments.
Publication Policy
The Journal of Erciyes University Faculty of Economics and Administrative Sciences is a free, open-access, peer-reviewed academic journal that has been in publication since 1981. The journal welcomes submissions in Turkish and English within the fields of economics, business administration, public finance, political science, public administration, and international relations.

No submission or publication fees are charged by the journal.
Every submitted manuscript undergoes a double-blind peer review process and similarity/plagiarism checks via iThenticate.
Submissions must be original and not previously published, accepted for publication, or under review elsewhere.
Articles published in the journal can be cited under the Open Access Policy and Creative Commons license, provided proper attribution is given.
The journal is published three times a year, in April, August, and December. It includes original, high-quality, and scientifically supported research articles and reviews in its listed fields. Academic studies unrelated to these disciplines or their theoretical and empirical foundations are not accepted. The journal's languages are Turkish and English.

Submissions are first subject to a preliminary review for format and content. Manuscripts not meeting the journal's standards are rejected by the editorial board. Manuscripts deemed suitable proceed to the peer review stage.

Each submission is sent to at least two expert reviewers. If both reviews are favorable, the article is approved for publication. In cases where one review is positive and the other negative, the editorial board decides based on the reviews or may send the manuscript to a third reviewer.

Articles published in the journal are open access and can be cited under the Creative Commons license, provided proper attribution is made.