SOSYAL PAZARLAMADA KAMPANYA YÖNETİMİ: ORGAN BAĞIŞINA YÖNELİK KURAMSAL BİR ÇERÇEVE

Yıl 2016, Cilt: 9 Sayı: 18, 169 - 187, 01.12.2016

Mehpare Tokay Argan

Öz

Bu makale sosyal pazarlama ve kar amacı gütmeyen organizasyonlar bakımın‐ dan kampanya süreci için kuramsal bir çerçeve sunmaktadır. Dahası, bu ku‐ ramsal çerçeve organ bağışıyla ilgili sosyal pazarlamadaki kampanya yönetimi‐ ne dayanmaktadır. Sosyal pazarlama veya kar amacı gütmeyen pazarlamadaki kampanya süreci altı adımı kapsar. Bunlar: Planlama, mesaj geliştirme, medya seçimi, malzeme araç sınama, uygulama, değerlendirme ve geribildirimdir. Kampanya sürecindeki her bir adım diğer aşamalardaki diğer adımlarla etkile‐ şim halinde olup, kapsamlı detaylara sahiptir. Sosyal pazarlamadaki kampanya süreci başlangıç aşamasından son aşamaya kadar dikkatli bir biçimde ele alın‐ malıdır. Bu makale, sosyal pazarlama yöneticilerinin kampanya sürecini nasıl iyi bir biçimde tasarlayacakları hakkında çıkarımlar sunmaktadır

Anahtar Kelimeler

Pazarlama, Sosyal Pazarlama, Sosyal Kampanya, Kampan‐ ya Yönetimi, Kampanya Yönetim Süreci.

CAMPAIGN MANAGEMENT IN SOCIAL MARKETING: A THEORETICAL FRAMEWORK FOR ORGAN DONATION

Öz

This article presents a theoretical framework for campaign process in terms of social marketing and non‐profit organizations. Moreover, the framework is based campaign management in social marketing regarding organ donation. Campaign process in social marketing or non‐profit marketing basically involves six steps: planning, message development, media selection, materials tools testing, implementation, evaluation and feedback. Each step in the campaign process interacts with the other phases and has extensive details. Campaign process in social marketing should be carefully addressed from the initial stage to final stage. The article has significant implications as to how well social marketing managers design campaign process.

Anahtar Kelimeler

Marketing, Social Marketing, Social Campaign, Campaign Management, Campaign Management Process.

Kaynakça

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