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

Yıl 2020, Cilt: 17 Sayı: 2, 68 - 86, 28.12.2020

Yasemin Gedik

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

gerilla pazarlama, gerilla pazarlama araçları, gerilla pazarlama avantajları, gerilla pazarlama stratejileri

Kaynakça

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