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İçsel Pazarlamaya Yönelik Olarak Çalışanların Pazarlama Kültürünün Oluşturulmasının İşletme Performansını Arttırmadaki Rolü

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Abstract (2. Language): 
Firms which wants to achieve successful and powerful competitive advantage must be created corporate marketing culture, developed service quality and internal marketing insight in the business. Through businesses developing internal marketing insight move to corporate behaviour by all of the personel from top management to bottom level, it wil be increased to sutisfaction level of customers and so achieved loyalty of customers. In this study, it is investigated “internal marketing, corporate culture, marketing culture, marketing effectiveness, business performance” through literature review. Consequently, it is emphasized constituting marketing culture has very important and positive influence on the business performance, marketing effectiveness, business purpose.
Abstract (Original Language): 
Basarılı ve güçlü bir sekilde rekabet avantajı elde etmek isteyen isletmeler, içsel pazarlama anlayısını, hizmet kalitelerini gelistirmek ve ortak bir pazarlama kültürü olusturmak zorundadırlar. çsel pazarlama anlayısının gelistigi isletmelerde, tepe yönetimden en alt kademeye kadar tüm çalısanların ortak bir pazarlama kültürü içerisinde davranmaları sayesinde müsteri memnuniyeti artmakta ve bu sayede müsteri sadakati olusmaktadır. Bu amaçtan yola çıkarak hazırlanan çalısmada, “içsel pazarlama, kurum kültürü, pazarlama kültürü, pazarlama etkinligi, isletme performansı” literatür taraması yoluyla arastırılmıs ve incelenmistir. Pazarlama kültürü olusturulmasının isletmenin performansına, pazarlama etkinligine, pazarlama amacına olumlu katkıları üzerinde durulmustur.

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REFERENCES

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