KANITA DAYALI PAZARLAMA: TEMEL SORUNLAR, GELİŞTİRME STRATEJİLERİ VE ETKİNLİK KOŞULLARI

Öz

Pazarlama disiplini doğası gereği ampirik veriye ve gözlemlenebilir bulgulara dayanan, kanıt odaklı bir alandır. Son yıllarda kanıta dayalı pazarlama uygulamaları alana kuramsal olarak yol göstermektedir. Fakat kanıta dayalı pazarlama teoride alınacak kararları daha rasyonel ve güvenilir kılma potansiyeline yaratsa da, pratikte çeşitli sorunlarla karşılaşmaktadır. Özellikle değişken aktörler ve kontrol edilemeyen faktörler, kanıta dayalı pazarlama uygulamasını zayıflatabilmektedir. Bu bağlamda çalışma, kanıta dayalı pazarlama uygulamasının mevcut etkisini değerlendirmeyi ve temel uygulama sorunlarını saptamayı hedeflemektedir. Araştırma, kanıta dayalı yönetim disiplininden mülhem bilgileri tartışmaya açarak; pazarlama kararlarının etkinliği artıracak koşulların neler olacağını, süreçlerin nasıl ilerletileceğine yönelik stratejik yaklaşımları ve etkinlik koşullarını akademik bir düzlemde ortaya koymayı amaçlamaktadır. Çalışma için analitik bir çerçeve oluşturulmuş ve “kavramsal araştırma çerçevesi” adımlarına ve uygulama açıklamalarına bağlı içerik geliştirme takibi yapılmıştır. Böylece kanıta dayalı pazarlama uygulamasında kavramsal kopukluklar, ayrışmalar ve bağlamlar analiz edilmiş ve bilgiler yeniden birbirine bağlanması ve düzenlenmesi sağlanmıştır. Daha geniş anlamda pazarlama yöneticilerinin ve karar vericilerin sadece sezgilere değil, doğrulanmış ve yapılandırılmış kanıtlara bağlı nasıl karar desteği alacağına ilişkin koşullar vurgulanmış, hem teorik derinliğin hem de pratik uygulama kapasitesinin geliştirilmesine yönelik bir perspektif gözetilmiştir.

Anahtar Kelimeler

• Kanıta dayalı pazarlama
• kanıt karinesi
• pazarlama zekası
• kavramsal çalışma

EVIDENCE-BASED MARKETING: FUNDAMENTAL CHALLENGES, DEVELOPMENT STRATEGIES, AND EFFICACY REQUIREMENTS

Öz

Marketing, by its very nature, is an evidence-based field relying on empirical data and observable findings. In recent years, evidence-based marketing practices have been guiding the field theoretically. However, while evidence-based marketing has the potential to make decisions more rational and reliable in theory, it faces various problems in practice. In particular, variable actors and uncontrollable factors can weaken evidence-based marketing practices. In this context, this study aims to evaluate the current impact of evidence-based marketing practices and identify fundamental application problems. The research aims to discuss information inspired by the discipline of evidence-based management; to present, on an academic level, what conditions will increase the effectiveness of marketing decisions, strategic approaches to how processes will be advanced, and the conditions for effectiveness. An analytical framework was created for the study, and content development was followed according to the steps of the "conceptual research framework" and application descriptions. Thus, conceptual discontinuities, divergences, and contexts in evidence-based marketing practices were analyzed, and information was reconnected and organized. More broadly, the conditions under which marketing managers and decision-makers can receive decision support based not only on intuition but also on verified and structured evidence have been emphasized, with a perspective aimed at developing both theoretical depth and practical application capacity.

Anahtar Kelimeler

• Evidence-based marketing
• presumption of evidence
• marketing intelligence
• conceptual study

Kaynakça

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