GEÇMİŞTEN GELEN GÜÇ: RETRO PAZARLAMA AVANTAJLARI, ZORLUKLARI VE STRATEJİLERİ ÜZERİNE KAVRAMSAL BİR DEĞERLENDİRME

Yıl 2024, Cilt: 4 Sayı: 1, 47 - 63, 30.06.2024

Yasemin Gedik

Öz

Küreselleşme ile birlikte sanayi toplumundan bilgi toplumuna geçiş, ekonomik ve sosyal hayatı her yönüyle etkilemiş ve işletmeleri tüketicilere ulaşmak için alternatif yöntemler araştırmaya yöneltmiştir. Bunlardan biri olan retro pazarlama, insanların geçmişleriyle olan duygusal bağlarından yararlanan bir pazarlama metodudur ve ürünleri, hizmetleri veya marka mesajlarını tanıtmak için nostaljik duyguları uyandırmayı içermektedir. Retro pazarlama, geçmiş bir döneme ait bir ürün ya da hizmetin, genellikle performans, nitelik ve beğeni açısından güncellenerek içinde bulunulan dönemin koşullarına göre yenilenmesi veya yeniden canlandırılmasıdır. 20. yüzyılın sonlarından itibaren kullanılmaya başlanan retro pazarlama, günümüzde oldukça popüler ve etkili bir araçtır. İşletmeler, retro pazarlama yoluyla birçok fayda sağlamaktadır. Bu faydalar arasında, müşteri sadakatini ve bağlılığı arttırma, rekabet avantajı, marka değerini ve satışları arttırma bulunmaktadır. Bu çalışma, pazarlamada nostaljinin artan önemini ve etkilerini anlamaya odaklanmaktadır. Ayrıca çalışma, retro pazarlamanın avantajları, zorlukları ve stratejilerini de inceleyerek kamu ve özel sektör yöneticilerine ilgili kararları alırken yardımcı olmayı amaçlamaktadır.

Anahtar Kelimeler

nostalji, retro, retro pazarlama, retro pazarlama stratejileri

Kaynakça

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