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İNTERNET PAZARLAMA: KURAMSAL BİR ÇERÇEVE

Yıl 2020, Cilt: 12 Sayı: 4, 415 - 433, 05.10.2020

Öz

İnternet, işletmelerin iş yapma biçiminde devrim yaratmakta ve kullanımı işletme başarısı için giderek daha kritik hale gelmektedir. İnternet, işletmelerin rekabet avantajı elde etmek için yararlanabileceği güçlü bir araç ve yeni iş ilişkilerinin geliştirilmesini kolaylaştıran, şirketler için sınır ötesi pazar fırsatları sunan ve sürekli gelişen bir teknolojidir. Diğer taraftan, internet pazarlama müşteri oluşturmak, iletişim kurmak ve değer yaratmak için internet ve ilgili teknolojilerin kullanılmasıdır. İnternet pazarlama, sadece pazarlama kanallarından biri olarak değil, aynı zamanda ayrı bir pazarlama yöntemi olarak da kullanılabilir. İnternet pazarlama ayrıca işletmenin marka imajını geliştirmenin ve müşterilerle uzun vadeli, etkileşimli iletişim kurmanın en uygun maliyetli yollarından biridir. Bu çalışma internet pazarlama kavramıyla ilgili geniş bir teorik çerçeve oluşturmaya odaklanmaktadır. Çalışma ayrıca internet pazarlama stratejilerini de anlatarak pazarlama kararlarında işletme yöneticilerine rehberlik etmeyi amaçlamaktadır

Kaynakça

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Toplam 65 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İletişim ve Medya Çalışmaları
Bölüm Araştırma Makalesi
Yazarlar

Yasemin Gedik 0000-0002-1166-3227

Yayımlanma Tarihi 5 Ekim 2020
Gönderilme Tarihi 13 Haziran 2020
Kabul Tarihi 7 Temmuz 2020
Yayımlandığı Sayı Yıl 2020 Cilt: 12 Sayı: 4

Kaynak Göster

APA Gedik, Y. (2020). İNTERNET PAZARLAMA: KURAMSAL BİR ÇERÇEVE. İstanbul Aydın Üniversitesi Dergisi, 12(4), 415-433.


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