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REKABET AVANTAJI SAĞLANMASINDA KURUMSAL PAZARLAMA VE KURUMSAL GÖRSEL KİMLİK

Corporate Marketing and Corporate Visual Identity on Generating Competitive Advantage

Journal Name:

  • Erciyes Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

Publication Year:

  • 2012

Key Words:

Keywords (Original Language):

Author NameUniversity of AuthorFaculty of Author
Abstract (2. Language): 
The difference between traditional understanding of marketing and the concept of corporate marketing will be covered within the study by analyzing the corporate marketing implications through the context of stakeholder orientation and the corporate marketing mix which consists of; corporate identity, corporate culture, corporate communication, brand and stakeholder management. The main concentration point of the study focuses on the orchestration of culture, communication, identity, brand and stakeholder management and the outcome of that integration, namely; corporate visual identity and how it's strategically planned implications comes to life and creates competitive advantage in a world of competition of today.
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Abstract (Original Language): 
Çalışma kapsamında; geleneksel pazarlama anlayışının kurumsal pazarlama kavramı ile arasındaki fark ve içinde yaşadığımız dönemde paydaş yönlülük bağlamında kurumsal pazarlama uygulamaları ele alınması sureti ile kurumsal pazarlama karması elemanları olan; kurum kimliği, kurum kültürü, kurumsal iletişim, kurumsal iletişim ve marka ile paydaş yönetimi unsurlarının orkestrasyonu sonucunda oluşan bütünleşmenin ve kurumsal pazarlama karması öğelerinden kurumsal kimlik ve kurumsal görsel kimlik uygulamalarının kurumlarda planlı ve stratejik biçimde hayata geçmesinin günümüzün rekabet koşullarında kurumlara kazandıracağı rekabet avantajı üzerinde durulacaktır.
FULL TEXT (PDF): 
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  • 4
54-74
  • Turkish

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