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PAZARLAMA YÖNETİMİ AÇISINDAN KURUMSAL SOSYAL SORUMLULUK VE SOSYAL SORUMLULUK PROJELERİ ÜZERİNE BİR UYGULAMA

NATURE OF CORPORATE SOCIAL RESPONSIBILITY FROM THE POINT OF MARKETING MANAGEMENT VIEW AND APPLICATION OF CONTENT ANALYSIS ON SOCIAL RESPONSIBILITY PROJECTS

Journal Name:

  • Deniz Harp Okulu Deniz Bilimleri ve Mühendisliği Dergisi

Publication Year:

  • 2010

Key Words:

Keywords (Original Language):

Author NameUniversity of Author
Abstract (2. Language): 
Corporate Social Responsibility is considered a global new trend in today’s business world. This trend is recent and organizations have been struggling to understand their social responsibility roles, as it’s not an easy task because of the immediate expectations of the changing market. Furthermore, social responsibility projects have gained a concensus because both organizations and non-profit organizations think that these projects need to be implemented to create a strong brand communication of corporates. That’s why; many companies start to give importance to these projects. This paper aims to analyse the content of the official web sites of several national and global firms, by first stating the names of their projects and looking at their aims, and then defining the results they have achieved.
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Abstract (Original Language): 
Günümüzün iş dünyasında, kurumsal sosyal sorumluluk yeni bir yükselen global trend olarak dikkate alınmaktadır. Özellikle son yıllarda kurumlar, değişen pazar dinamikleri ve müşteri beklentileri çerçevesinde toplumsal anlamda sosyal sorumluluk rollerini anlamaya ve bunu en doğru şeklilde konumlandırmaya çalışmaktadırlar. Öyle ki; kâr amaçlı organizasyonlar ve kâr amacı gütmeyen örgütlerin tamamında, kamuoyunda güçlü bir marka iletişimi oluşturabilme yönünde kurumsal sosyal sorumluluk projejleri adına güçlü bir uzlaşma olduğu görülmektedir. Bu gelişmelerin bir yansıması olarak da bir çok kuruluş, sosyal sorumluluk kampanyaları yapmayı öncelikli gündem maddelerinin başına almaktadırlar. Bu çalışmada, örnek olarak seçilen farklı sektörlerden yerli ve global ölçekteki firmaların kurumsal sosyal sorumluluk projelerine ilişkin proje isimleri, amaçları, içerikleri ve pazarlama yönetimi açısından kazandırdıkları üzerine kalitatif bir araştırma tekniği olarak içerik analizi uygulanmış ve yorumlanmıştır.
FULL TEXT (PDF): 
Microsoft Office document icon arastirmax-pazarlama-yonetimi-acisindan-kurumsal-sosyal-sorumluluk-sosyal-sorumluluk-projeleri-uzerine-bir-uygulama.doc
  • 2
51-75
  • English

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