Pazarlama iletişimi araci olarak amaca yönelik pazarlama: Turkcell İletişim Hizmetleri A.Ş.de bir uygulama
Cause related marketing as a means of marketing communications: A practice in Turkcell Communication Services Plc
Yazar: HAMİT KAHRAMAN
Danışman: Y.DOÇ.DR. ERCAN TAŞKIN
Dumlupınar Üniversitesi / Sosyal Bilimler Enstitüsü / İşletme Ana Bilim Dalı / Pazarlama Bilim Dalı
Derece: Yüksek Lisans, 2007
Konu: İşletme = Business Administration
Dizin: Pazarlama = Marketing ; İletişim = Communication

Özet:
Amaca yonelik pazarlama; isletmelerin sosyal bir konu, dava ya da fikre destek oldugunu pazarlama mesajlannda isleyerek hem hedef kitleleriyle iletisimlerinin saghkh bir sekilde yurutulmesini hem de pazarlama cabalannin desteklenmesini saglamak amaciyla kullanilan bir pazarlama iletisimi aracidir. Bu a9idan amaca yonelik pazarlama, isletmelerden sosyal sorumluluk yonlu beklentilerde bulunan gunumuz tuketicileri ile saghkh bir iletisim kurmak i5in yardimci bir arac olarak ele ahnmaktadir.Bu arastirmamn temel amaci; pazarlama iletisimi ara9lanndan biri olan amaca yonelik pazarlamaya ait kuramsal bir cerceve cizerek, bir sirketin amaca yonelik pazarlama uygulamasi acisindan ne tur faaliyetlerde bulundugunu ve bu uygulamanin kuramsal 9er9eve ile uyumluluk gosterip gostermedigini arastirmaktir.Arastirmamn problem!; "Bir sirketin pazarlama iletisimi araci olarak amaca yonelik pazarlama uygulamalan nasil ger9eklestirilmektedir ve teori ile farkhhk gostermekte midir?" sorusuna cevap aramaktir. Daha sonra arastirma problemine ait alt problemler olusturulmus ve alt problemlerin dolayisiyla da arastirma probleminin cevaplanabilmesi i9in 17 sorudan olusan bir gorusme formu hazirlanmistir. Sorulann cevaplanabilmesi i9in projeyle ilgili kisilerle gorusulmus, sirket dokumanlan incelenmis ve basinda yer alan bilgiler ile sirketin web adreslerinden yararlanilmistir. Elde edilen veriler ise betimsel analiz yontemi kullamlarak incelenmis ve yorumlanmistir.Yapilan betimsel analiz sonucunda, sirketin uyguladigi projenin amaca yonelik pazarlama uygulamasi ile genel olarak ortustugunu, ancak projenin baslangi9 asamasinda amaca yonelik pazarlama uygulamalan dogrultusunda kurgulanmasina ragmen teorik yapi ile 2004 yihndan itibaren daha fazla uyumlu bir sekilde yurutulmeye baslandigi soylenebilir.�

Abstract:
Cause related marketing is a marketing communication means which is used for both conducting the corporations' communication with the target audience in a best way and implementing the marketing activities by using the support for a social objective or an idea in their messages. From this perspective, CRM is considered as a useful means to communicate with the today's consumers who have an expectation for the social responsibility from the business.The main purpose of this thesis is to search what kinds of activities a company attends from the sides of cause related marketing and find out whether this aplication is harmonious with the theoretical framework by drawing a theoretical framework for the CRM which is one of the marketing communication means.The problem of the study is to look for the answer of the question; "how are the cause related marketing applications, which are used as a marketing communication ways of a company, are carried out and does it differ from the theory?". Following this, subproblems relating to the problem of the study were formed and an interview form consisting seventeen questions was prepared to be able to answer these questions. The people related to the project were interviewed, company documents were examined. Moreover, the informations on the news printing and the web sites of the company were benefited. The datas were examined by using descriptive analysis way and commented.According to the this descriptive analysis way, we can say that the Project-the company applied-is overlapped with the cause related marketing application at the beginning as a general, but although the beginning stage of the project was constructed in the direction of cause related marketing, it was begun to be carried out in a more harmonious way with the theoritical framework since 2004.�