Retro Pazarlama ve Pazarlamada Uygulanmasına Yönelik Bazı Örekler

Yıl 2011, Cilt: 16 Sayı: 3, 191 - 202, 01.09.2011

  Yrd.doç.dr.h.dilara Keskin Öğr.gör.salih Memiş

Öz

Anahtar Kelimeler

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RETRO PAZARLAMA VE PAZARLAMADA UYGULANMASINA YÖNELİK BAZI ÖRNEKLER

Öz

Son yıllarda pazarlama yöneticileri ve akademisyenleri pazarlama literatürüne yeni kavramlar getirmişlerdir. Bu yeni kavramlardan biri olan retro, unutulmuş ya da unutulmaya yüz tutmuş ürünlerin canlandırılarak yeniden talep oluşturulmasını sağlayabilmek için pazarlama değişkeni olarak kullanılmaya başlamıştır. Bu çalışmada, Retro pazarlama çeşitli yönleriyle ele alınarak kavramsal açıdan değerlendirilmeye çalışılmıştır

Anahtar Kelimeler

Retro, Nostalji, Retro Pazarlama

Kaynakça

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