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Year 2013, Issue: 10, - , 20.04.2015

Abstract

Firms which wants to achieve successful and powerful competitive advantage must be created corporate marketing culture, developed service quality and internal marketing insight in the business. Through businesses developing internal marketing insight move to corporate behaviour by all of the personel from top management to bottom level, it wil be increased to sutisfaction level of customers and so achieved loyalty of customers. In this study, it is investigated “internal marketing, corporate culture, marketing culture, marketing effectiveness, business performance” through literature review. Consequently, it is emphasized constituting marketing culture has very important and positive influence on the business performance, marketing effectiveness, business purpose

References

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İÇSEL PAZARLAMAYA YÖNELİK OLARAK ÇALIŞANLARIN PAZARLAMA KÜLTÜRÜNÜN OLUŞTURULMASININ İŞLETME PERFORMANSINI ARTTIRMADAKİ ROLÜ

Year 2013, Issue: 10, - , 20.04.2015

Abstract

Başarılı ve güçlü bir şekilde rekabet avantajı elde etmek isteyen işletmeler, içsel pazarlama anlayışını, hizmet kalitelerini geliştirmek ve ortak bir pazarlama kültürü oluşturmak zorundadırlar. içsel pazarlama anlayısının gelistigi isletmelerde, tepe yönetimden en alt kademeye kadar tüm çalısanların ortak bir pazarlama kültürü içerisinde davranmaları sayesinde müşteri memnuniyeti artmakta ve bu sayede müşteri sadakati oluşmaktadır. Bu amaçtan yola çıkarak hazırlanan çalısmada, “içsel pazarlama, kurum kültürü, pazarlama kültürü, pazarlama etkinligi, isletme performansı” literatür taraması yoluyla araştırılmıs ve incelenmistir. Pazarlama kültürü oluşturulmasının işletmenin performansına, pazarlama etkinligine, pazarlama amacına olumlu katkıları üzerinde durulmuştur.

References

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  • ve Firma Stratejilerinin Firma Performansına Etkisinin Analizi”, stanbul Ticaret Üniversitesi Fen Bilimleri Dergisi, Yıl 7, Sayı13, pp.93-115.
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  • APAYDIN, Fahri, (2008), “Kurumsallaşmanın Küçük ve Orta Ölçekli İsletmelerin Performansına Etkileri”, ZKÜ Sosyal Bilimler Dergisi, C.4, S.7, 121-146.
  • APPIAH-ADU, Kwaku, Alan FYALL, Satyendra SINGH, (1998), “Marketing
  • Culture and Customer Retention in the Financial Services Industry”, American Marketing Association. Conference Proceedings. Chicago, Vol. 9, 264-272.
  • APPIAH-ADU, Kwaku, Satyendra SINGH, (Jan 1999), “Marketing Culture
  • and Performance in UK Service Firms” The Service Industries Journal, London, Vol. 19, Iss. 1, 152-171.
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  • 11.2007.
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  • Analysis and Cross-National Comparisons”, Journal of Management Studies, Vol. 43, Issue 5, pp. 1089-1107, 19p.
  • ERDEM, Ferda, (1990), “Örgüt Kültürü”, Anadolu Üniversitesi ..B.F. Dergisi ,C.8, 1-12. http://www.scribd.com/doc/17611421/orgut-kulturu, Erisim tarihi: 02.06.2010.
  • EREM, Tunç, Ö. Baybars TEK, A. Ercan GEGEZ, Deniz BÖRÜ, (2000),
  • “Global Pazarlarda Pazarlama Stratejilerinin Tasarım ve Uygulamasında Kültürel Etkileşimin Rolü”, 5.Ulusal Pazarlama Kongresi Bildiriler Kitabı, 16-18 Kasım 2000 Antalya, nternet Adresi; http://www.econturk.org/Turkiyeekonomisi/deniz4.pdf, Erisim Tarihi: 20.3.2010.
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  • Olarak İşletmelerde İçsel Bütünleşme ve Dışsal Odaklanma Düzeylerinin
  • Performansa Etkileri”, Doğuş Üniversitesi Dergisi, Cilt 4, Sayı 1, pp. 55-70.
  • ERDL, Oya, Hakan KTAPÇI, Ergin TURAN, (Nisan 2005), “Örgüt Kültürünün Kalite Algısına ve sletme Performansına Etkisi”, İktisadi ve İdari Bilimler Dergisi, C.19, S.1, 260-273.
  • GAO, Yuhui, (Spring 2010), “Measuring Marketing Performance: A Review and A Framework”, Marketing Review, Spring2010, Vol. 10 Issue 1, p25-40, 16p.
  • HARRISON, Paul James, Robin N. SHAW, (2004), “Intra-organisational
  • marketing culture and market orientation: a case study of the implementation of the marketing concept in a public library”, Journal:Library Management, Vol.25, NO.8/9, 391-398.
  • Ö.Faruk SCAN, M. Kürsat TMUROGLU, “Örgüt Kültürünün s Tatmini
  • Üzerine Etkisi ve Bir Uygulama”, İktisadi ve İdari Bilimler Dergisi, Cilt: 21 Ocak 2007 Sayı: 1, pp.119-135, p.133.
  • JEAN, Ruey-Jer Bryan, Rudolf R. SINKOVICS, and Daekwan KIM (2010),
  • “Drivers and Performance Outcomes of Relationship Learning for Suppliers in Cross-Border Customer–Supplier Relationships: The Role of Communication Culture”, Journal of International Marketing, Vol. 18 Issue 1, p63-85, 23p.
  • KAYALAR, Murat, N.Metin ÖZMUTAF, (2007), “Gelisme Yönelimli Kurum
  • Kültürü ile Yöneticinin Yönetsel Tutumları Arasındaki İlişkisellik: 100 Büyük Sanayi Kurulusunda Bir Araştırma”, Süleyman Demirel Üniversitesi, İktisadi ve dari Bilimler Fakültesi Y., C.12, S.3, 163-176.
  • KELEMEN, Mihaela, Ioanna PAPASOLOMOU, (2007), “Internal Marketing:
  • a Qualitative Study of Culture Change in the UK Banking Sector”, Journal of Marketing Management, Vol. 23, No. 7-8, 745-767.
  • KELES, Hatice Necla, Tugba Kıral ÖZKAN, (2010), “Liderlik, Kültür ve
  • Performans Arasındaki liskilerin Örgütsel Zeka Modelinden Hareketle ncelenmesi”,
  • Kurum ve Yönetim Bilimleri Dergisi, C.2, S.1, 65-69.
  • KÖKTÜRK, Mehtap Sümersan, Müge YALÇIN, Emine ÇOBANOGLU,
  • (Ocak 2008), “Kurum majı Olusumu ve Ölçümü”stanbul: Beta Basım ve Yayım A.S., 1. Baskı.
  • LEE, Sungho, Sung-Joon YOON, Sanguk KIM, Jong-Whan KANG,
  • (September 2006), “The Integrated Effect of Market-Oriented Culture and Marketing Strategy on Firm Performance”, Journal of Strategic Marketing, Vol. 14, 245-261.
  • LEISEN, Birgit, Bryan LILLY, Robert D. WINSOR, (2002), “The Effects of
  • Organizational Culture and Market Orientation on the Effectiveness of Strategic
  • Marketing Alliances”, Journal: Journal of Services Marketing,Vol.16, No.3, 201- 222.
  • LUK, Sherriff T.K., (1997), “An Examination of the Role of Marketing
  • Culture in Service Quality”, International Journal of Contemporary Hospitality Management, Bradford, Vol. 9, Iss.1, 13-22.
  • LIU, Shunzhong, (Sep 2009), Organizational Culture and New Service
  • Development Performance: Insights Form Knowledge Intensive Business Service”,
  • International Journal of Innovation Management, Sep2009, Vol. 13 Issue 3, p371-392, 22p, p.374
  • MCNEIL, Margaret, Stephen MYERS, Douglas ADAM, (2001), “The
  • Reliability of Webster's Marketing Culture Instrument: Some Western Australian Findings”, Asia Pacific Journal of Marketing and Logistics, Patrington, Vol. 13, Iss. 4, 66-79.
  • MARCUS, Bruce, (2004), “Do Real Professionals Really Do Marketing?-
  • Building a Marketing Culture For Fun And Survival” The Marcus Letter on
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There are 113 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Selda Ene This is me

Publication Date April 20, 2015
Published in Issue Year 2013 Issue: 10

Cite

APA Ene, S. (2015). İÇSEL PAZARLAMAYA YÖNELİK OLARAK ÇALIŞANLARIN PAZARLAMA KÜLTÜRÜNÜN OLUŞTURULMASININ İŞLETME PERFORMANSINI ARTTIRMADAKİ ROLÜ. Uluslararası İktisadi Ve İdari İncelemeler Dergisi(10). https://doi.org/10.18092/ijeas.47718

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