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

Yasemin Gedik

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

Öz

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

Anahtar Kelimeler

Kaynakça

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Ayrıntılar

Birincil Dil

Türkçe

Konular

-

Bölüm

Derleme

Yazarlar

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

Yayımlanma Tarihi

28 Aralık 2020

Gönderilme Tarihi

27 Eylül 2020

Kabul Tarihi

24 Kasım 2020

Yayımlandığı Sayı

Yıl 2020 Cilt: 17 Sayı: 2

IZ

https://izlik.org/JA45TH65YE

Kaynak Göster

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 (01 Aralık 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, c. 17, sy 2, ss. 68–86, Ara. 2020, [çevrimiçi]. Erişim adresi: https://izlik.org/JA45TH65YE

ISNAD

Gedik, Yasemin. “Gerilla Pazarlama: Araçları, Avantajları ve Stratejileri Üzerine Teorik Bir Çerçeve”. Çağ Üniversitesi Sosyal Bilimler Dergisi 17/2 (01 Aralık 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, c. 17, sy 2, Aralık 2020, ss. 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]. 01 Aralık 2020;17(2):68-86. Erişim adresi: https://izlik.org/JA45TH65YE