ŞİRKETLERDE GÜNDEM PAZARLAMASI: VAKA DEĞERLENDİRMELERİ

Öz

Şirketler için gündem pazarlaması, ticari modeller ve kapitalizm çerçevesinde değerlendirilen hayati bir alandır ve gündem yönetiminin bir parçasıdır. Gündem yönetimi etkili gündem oluşturma ve medya yönetimini içerir. Özellikle, belli konular etrafında algı ve ilgi oluşturmak hedeflenir, böylece şirketin uzun vadeli hazırlığına katkı sağlar. Böylece şirketin marka farkındalığını artırmak, müşteriye değer yaratmak ve ilişkileri güçlendirmek amaçlanır. Ayrıca, yenilikçi iş modelleri geliştirmek, finansal başarı elde etmek, sosyal sorumluluğu göstermek, sürdürülebilirliği ve rekabet avantajını sağlamak gibi hedeflere erişimde katkı sağlar. Bu nedenle gündem pazarlaması şirketin rekabet performansı denetlemek ve şirketin imajı yaratmak için büyük önem taşır. Bu bağlamda, çalışma geçmişte gündem pazarlama uygulamalarıyla başarılı olmuş şirket vakalarını analiz ederek, günümüz şirketlerine ipuçları sunmayı amaçlamaktadır.

Anahtar Kelimeler

• Stratejik pazarlama
• gündem pazarlaması
• gündem yönetimi
• ticari modeller
• kapitalizm

AGENDA MARKETING IN COMPANIES: CASE STUDIES

Öz

Agenda marketing for companies is a vital area evaluated within the framework of commercial models and capitalism and is a part of agenda management. Agenda management includes effective agenda creation and media management. In particular, it is aimed to create perception and interest around certain topics, thus contributing to the long-term preparation of the company. Thus, it is aimed to increase the company's brand awareness, create value for the customer and strengthen relationships. In addition, it contributes to reaching goals such as developing innovative business models, achieving financial success, demonstrating social responsibility, ensuring sustainability and competitive advantage. Therefore, agenda marketing is of great importance to monitor the company's competitive performance and create the company's image. In this context, the study aims to provide tips for today's companies by analyzing the cases of companies that have been successful with agenda marketing applications in the past.

Anahtar Kelimeler

• Strategic Marketing
• Agenda Marketing
• Agenda Management
• Business Models
• Capitalism.

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