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Ürün Pazarlamasında Doğrudan Pazarlama Anlayışının Gelişme Potansiyelini Etkileyen Değişkenler: İzmir İlinde Yaşayan Tüketiciler Üzerinde Uygulama

Journal Name:

  • Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi

Publication Year:

  • 2007

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
Aim of the study is to designate the consumers’ perception of direct marketing and its development potential. In the study firstly the general framework of direct marketing is stated and the criteria which affect the development of direct marketing are determined. In accordance with these criteria the multiple regression model of direct marketing potential is formulated. According to direct marketing multiple regression model, some guidelines are provided for the firms those wish tobe effective in the market
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Abstract (Original Language): 
Çalışmanın amacı doğrudan pazarlama anlayışının tüketiciler tarafından algılanışbiçimi ve gelişme potansiyelinin belirlenmesidir. Çalışmada öncelikle doğrudan pazarlamanın genel yapısı ortaya konulmakta ve doğrudan pazarlamanın gelişmesine etki eden kriterler belirlenmektedir. Belirlenen kriterler doğrultusunda doğrudan pazarlamanın potansiyelinin çoklu regresyon modeli formüle edilmektedir. Doğrudan pazarlamanın çoklu regresyon modeli sonuçlarına göre pazarda etkili olmak isteyen firmalara yol gösterilmektedir.
FULL TEXT (PDF): 
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  • 1
360-372
  • Turkish

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