TY  - JOUR
T1  - PARÇALARIN ÖTESİNDE: KURUMSAL PAZARLAMANIN BÜTÜNSEL GÜCÜ VE ANALİZİ
TT  - BEYOND THE PARTS: THE HOLISTIC POWER AND ANALYSIS OF CORPORATE MARKETING
AU  - Topçu, Adem Emre
AU  - Akıncı Vural, Zekiye Beril
PY  - 2025
DA  - October
Y2  - 2025
DO  - 10.61766/hire.1727212
JF  - Uluslararası Halkla İlişkiler ve Reklam Çalışmaları Dergisi
JO  - HİRE
PB  - İstanbul Ticaret Üniversitesi
WT  - DergiPark
SN  - 2636-753X
SP  - 69
EP  - 103
VL  - 8
IS  - 2
LA  - tr
AB  - Kurumsal pazarlama, kurumsal markalaşma, kimlik yönetimi ve tüketici katılımı gibi çeşitli temaları birleştiren kritik bir çalışma alanı haline gelmiştir. Bu literatür incelemesi, kurumsal pazarlamanın teorik temelleri ve stratejik çıkarımları hakkında kapsamlı bir anlayış sunmak için çok sayıda çalışmadan önemli bulguları derlemektedir. Paydaş katılımı, sürdürülebilirlik ve dijital dönüşümler tarafından şekillendirilen gelişen manzarayı vurgulamaktadır. İnceleme, pazar dinamiklerine ve tüketici beklentilerine uyum sağlarken marka değerini yaratmak ve sürdürmek için stratejik bir araç olarak kurumsal pazarlamanın önemini vurgulamaktadır.
KW  - Kurumsal Pazarlama
KW  - Markalaşma
KW  - Paydaş Katılımı
KW  - Kurumsal Sosyal Sorumluluk
KW  - Kurumsal Kimlik
N2  - Corporate marketing has become a critical area of study that integrates various themes such as corporate branding, identity management, and consumer engagement. This literature review compiles significant findings from numerous studies to present a thorough understanding of corporate marketing's theoretical foundations and strategic implications. It highlights the evolving landscape shaped by stakeholder engagement, sustainability, and digital transformations. The review emphasizes the importance of corporate marketing as a strategic tool for creating and maintaining brand equity while adapting to market dynamics and consumer expectations.
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UR  - https://doi.org/10.61766/hire.1727212
L1  - https://dergipark.org.tr/tr/download/article-file/4990669
ER  -