Yıl 2020, Cilt 4 , Sayı 7, Sayfalar 204 - 231 2020-12-31

PAZARLAMADA YENİ BİR YAKLAŞIM: DENEYİMSEL PAZARLAMA

Yasemin GEDİK [1]


Teknoloji dünyasındaki olağanüstü hızdaki gelişimler, küreselleşme ve rekabet, pazarlama alanında çeşitli zorluklar yaratırken, müşteri davranışlarında da yeni değişimler oluşturmaktadır. Geleneksel pazarlama araçları bu değişime yanıt verememekte ve işletmeleri yeni çözümler bulmaya yöneltmektedir. Günümüzde işletmeler, müşterilerine ulaşmak ve daha etkin iletişim kurmak için yenilikçi ve alternatif iletişim yollarını aramaktadır. Bununla birlikte, müşterilerle duygusal bağların varlığını ve tek yönlü iletişimin artık çalışmadığını fark etmeye başlamışlardır. Deneyimsel pazarlama, işletmelerin olumlu deneyimler yaratarak ve müşteri duygularına dokunarak sadık müşteriler oluşturmayı amaçlayan bir pazarlama konseptidir. Bu konsepti uygulayan işletmeler işletmeler, müşterilerine unutulmaz bir deneyim sunmaya yoğunlaşmaktadır. Deneyimsel pazarlama, işletmelere müşteri sadakati, müşteri memnuniyeti, satışların ve yatırım getirisinin arttırılması gibi önemli avantajlar sunmaktadır. Bu makale, deneyimsel pazarlama kavramı hakkında geniş bir kavramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca makale, işletmeler tarafından yapılan çeşitli deneyimsel pazarlama örneklerine de yer vererek, yöneticilere söz konusu pazarlama kararlarını alırken yardımcı olmayı amaçlamaktadır
Deneyimsel Pazarlama, deneyim, deneyimsel pazarlama örnekleri, deneyimsel pazarlamanın avantajları
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Konular İşletme
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Yazarlar

Orcid: 0000-0002-1166-3227
Yazar: Yasemin GEDİK (Sorumlu Yazar)
Kurum: BEYKENT ÜNİVERSİTESİ
Ülke: Turkey


Tarihler

Başvuru Tarihi : 25 Temmuz 2020
Kabul Tarihi : 27 Aralık 2020
Yayımlanma Tarihi : 31 Aralık 2020

APA Gedik, Y . (2020). PAZARLAMADA YENİ BİR YAKLAŞIM: DENEYİMSEL PAZARLAMA . International Journal of Entrepreneurship and Management Inquiries , 4 (7) , 204-231 . Retrieved from https://dergipark.org.tr/tr/pub/ijemi/issue/58654/773774