PARÇALARIN ÖTESİNDE: KURUMSAL PAZARLAMANIN BÜTÜNSEL GÜCÜ VE ANALİZİ

Yıl 2025, Cilt: 8 Sayı: 2, 69 - 103, 01.10.2025

Adem Emre Topçu , Zekiye Beril Akıncı Vural

https://doi.org/10.61766/hire.1727212

Öz

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.

Anahtar Kelimeler

Kurumsal Pazarlama , Markalaşma , Paydaş Katılımı , Kurumsal Sosyal Sorumluluk , Kurumsal Kimlik

BEYOND THE PARTS: THE HOLISTIC POWER AND ANALYSIS OF CORPORATE MARKETING

Öz

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.

Anahtar Kelimeler

Corporate Marketing , Branding , Stakeholder Engagement , Corporate Social Responsibility , Corporate identity

Kaynakça

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