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SOSYAL PAZARLAMADA KAMPANYA YÖNETİMİ: ORGAN BAĞIŞINA YÖNELİK KURAMSAL BİR ÇERÇEVE

CAMPAIGN MANAGEMENT IN SOCIAL MARKETING: A THEORETICAL FRAMEWORK FOR ORGAN DONATION

Journal Name:

  • Pazarlama ve Pazarlama Araştırmaları Dergisi

Publication Year:

  • 2016

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
This article presents a theoretical framework for campaign process in terms of social marketing and non‐profit organizations. Moreover, the framework is based campaign management in social marketing regarding organ donation. Campaign process in social marketing or non‐profit marketing basically involves six steps: planning, message development, media selection, materials (tools) testing, implementation, evaluation and feedback. Each step in the campaign process interacts with the other phases and has extensive details. Campaign process in social marketing should be carefully addressed from the initial stage to final stage. The article has significant implications as to how well social marketing managers design campaign process.
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Abstract (Original Language): 
Bu makale sosyal pazarlama ve kar amacı gütmeyen organizasyonlar bakımından kampanya süreci için kuramsal bir çerçeve sunmaktadır. Dahası, bu kuramsal çerçeve organ bağışıyla ilgili sosyal pazarlamadaki kampanya yönetimine dayanmaktadır. Sosyal pazarlama veya kar amacı gütmeyen pazarlamadaki kampanya süreci altı adımı kapsar. Bunlar: Planlama, mesaj geliştirme, medya seçimi, malzeme (araç) sınama, uygulama, değerlendirme ve geribildirimdir. Kampanya sürecindeki her bir adım diğer aşamalardaki diğer adımlarla etkileşim halinde olup, kapsamlı detaylara sahiptir. Sosyal pazarlamadaki kampanya süreci başlangıç aşamasından son aşamaya kadar dikkatli bir biçimde ele alınmalıdır. Bu makale, sosyal pazarlama yöneticilerinin kampanya sürecini nasıl iyi bir biçimde tasarlayacakları hakkında çıkarımlar sunmaktadır.
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  • Turkish

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