AFFILIATE MARKETING: A CONCEPTUAL FRAMEWORK

Abstract

BAĞLI KURULUŞ PAZARLAMASI: KAVRAMSAL BİR ÇERÇEVE

Öz

Dijital dünyadaki gelişmeler, işletmeleri iletişim stratejilerini yeniden düşünmeye teşvik etmektedir. Tüketicilere daha kolay ulaşma imkânı, pazarlamacıların interneti pazarlama stratejilerine daha fazla dâhil etmesini sağlamaktadır. Satış ortaklığı pazarlaması, müşteri edinmenin önemli bir kaynağı haline gelmiştir. Satış ortaklığı pazarlaması, işletmelerin, satış ortaklarının pazarlama çabaları aracılığıyla yönlendirilen her bir müşteri için satış ortaklarına ödeme yaptığı performans tabanlı bir internet pazarlaması türüdür. Satış ortaklığı pazarlamasının amaçları arasında, marka bilinirliğini, katılımı, etkileşimi ve satışları arttırmak bulunur. Bu çalışma, satış ortaklığı pazarlaması kavramında geniş bir kuramsal çerçeve oluşturmaya odaklanmaktadır. Ayrıca çalışma, satış ortaklığı pazarlaması stratejilerinden bahsederek, işletme yöneticilerinin ve pazarlamacıların ilgili karar verme süreçlerine yardımcı olmayı amaçlamaktadır. Bu amaçla öncelikle satış ortaklığı pazarlaması kavramı, satış ortaklığı pazarlamasının tarihi ve satış ortaklığı pazarlamasının çalışma sistemi anlatılmış, ardından satış ortaklığı pazarlamasında fiyatlandırma modelleri, satış ortaklığı pazarlamasındaki taraflar ve satış ortaklığı pazarlama programları incelendikten sonra çalışma satış ortaklığı türleri, satış ortaklığı pazarlaması avantajları/ dezavantajları ve satış ortaklığı pazarlama stratejileri konuları açıklanarak sonlandırılmıştır.

Anahtar Kelimeler

• satış ortaklığı pazarlaması
• satış ortaklığı pazarlaması tarihi
• satış ortaklığı pazarlaması avantajları
• satış ortaklığı pazarlaması stratejileri

Kaynakça

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