{"id":3766,"date":"2012-05-06T17:57:05","date_gmt":"2012-05-06T14:57:05","guid":{"rendered":"http:\/\/kariyeryolculugu.com\/blog\/?p=3766"},"modified":"2012-05-06T17:57:05","modified_gmt":"2012-05-06T14:57:05","slug":"basarili-bir-pazarlama-yonetiminin-sirri-anlam-yaratabilmekte-sakli","status":"publish","type":"post","link":"https:\/\/kariyeryolculugu.com\/blog\/2012\/05\/06\/basarili-bir-pazarlama-yonetiminin-sirri-anlam-yaratabilmekte-sakli\/","title":{"rendered":"Ba\u015far\u0131l\u0131 Bir Pazarlama Y\u00f6netiminin S\u0131rr\u0131 Anlam Yaratabilmekte Sakl\u0131"},"content":{"rendered":"
\n

<\/object>Frederick Beigbeder<\/a> \u00e7ok hakl\u0131. G\u00fcn\u00fcm\u00fcze kadar pazarlaman\u0131n \u00f6z\u00fcnde korku yaratmak, sahip olmazsan onaylanmazs\u0131n<\/a> duygusunu k\u00f6r\u00fcklemek ve elde edemedi\u011fin takdirde yetersiz ve mutsuz oldu\u011funu hissettirmek yat\u0131yordu.<\/p>\n

Bunun sebepleri aras\u0131nda, pazarlama ile a\u015fk ya\u015fayanlar\u0131n yapt\u0131klar\u0131nda bir anlam aramaktan ziyade, pazarlamayla sat\u0131\u015f\u0131 art\u0131rman\u0131n en \u00f6nemli de\u011fer olmas\u0131 yat\u0131yor. Profesyonel hayat\u0131n\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu uluslararas\u0131 pazarlama ve marka y\u00f6netimiyle ge\u00e7mi\u015f biri olarak, pazarlaman\u0131n sat\u0131\u015f\u0131 art\u0131rmak d\u0131\u015f\u0131nda bir anlam\u0131 olmad\u0131\u011f\u0131n\u0131 d\u00fc\u015f\u00fcnen kurumlarda k\u00fclt\u00fcr de\u011fi\u015fikli\u011fini k\u00f6r\u00fckleyen \u00f6nc\u00fclerden olmaktan \u00e7ekinmemenizi \u00f6neririm. Neden mi? Sebebi basit.<\/p>\n

Pazarlaman\u0131n (ve marka y\u00f6netiminin) amac\u0131 insanlar\u0131n hayat\u0131na \u00f6zg\u00fcvensizlik de\u011fil, \u00f6zg\u00fcven sa\u011flamak oldu\u011funda<\/a> anlaml\u0131 bir amaca hizmet eder. (patagonia<\/a>)<\/p>\n

Pazarlaman\u0131n amac\u0131 insanlara yeterli ve \u00f6nemli olduklar\u0131n\u0131 hat\u0131rlatt\u0131\u011f\u0131nda<\/a>, \u00fcr\u00fcn ve hizmet anlaml\u0131 bir amaca hizmet eder. (Zappos<\/a>)<\/p>\n

Pazarlaman\u0131n amac\u0131 insanlarda minnet duygusunu g\u00fc\u00e7lendirdi\u011finde ve marka sayesinde toplumlar\u0131n geli\u015fmesine katk\u0131 sa\u011flayabilmelerine<\/a> destek oldu\u011funda anlaml\u0131 bir amaca hizmet eder. (Levi Strauss<\/a>)<\/p>\n

Pazarlaman\u0131n amac\u0131 do\u011fru, bilimsel verilere dayal\u0131 bilgilerle<\/a> bilin\u00e7li se\u00e7imlerin yap\u0131lmas\u0131n\u0131 destek oldu\u011funda<\/a> anlaml\u0131 bir amaca hizmet eder. (Timberland<\/a>)<\/p>\n

Yapt\u0131\u011f\u0131m\u0131z i\u015f sadece para kazanmaya ve kazand\u0131rmaya y\u00f6nelik oldu\u011funda yapt\u0131\u011f\u0131n\u0131z i\u015ften tatmin duygunuz azalaca\u011f\u0131 gibi, topluma ve \u00e7evreye faydanan \u00e7ok zarar verecek \u015fekilde hareket etmeye de e\u011fimli oluruz.<\/p>\n

G\u00fcn\u00fcm\u00fczde ve gelecekte en etkili y\u00f6netici profilleri a\u015fa\u011f\u0131daki \u00f6rneklerdeki gibi \u015firketlerine fayda yaratanlar olacakt\u0131r.<\/p>\n

Ideal olan daha az \u00fcr\u00fcn \u00fcretip daha fazla hizmet veren bir ekonomiye ge\u00e7i\u015fi sa\u011flayabilmek.<\/strong><\/p>\n

\u00a0<\/strong><\/p>\n

Zipcar<\/a>: G\u00fcnl\u00fck de\u011fil, saat ba\u015f\u0131na ve istedi\u011finiz anda araba kiralaman\u0131z\u0131\/payla\u015fman\u0131z\u0131 sa\u011flayan hizmet.<\/p>\n

Cloud Computing<\/a>: Yeni server yat\u0131r\u0131m\u0131 yapmaya gerek kalmaks\u0131z\u0131n kapasitenin artmas\u0131na imkan veren sistem.<\/p>\n

\u00c7evre ve insan sa\u011fl\u0131\u011f\u0131na (well-being<\/a>) odakl\u0131 i\u015f kurarak hareket etmek.<\/strong><\/p>\n

Seventh Generation<\/a>: Sa\u011flad\u0131\u011f\u0131 \u00fcr\u00fcnlerle \u00e7evre sa\u011fl\u0131\u011f\u0131n\u0131 ve yedi jenerasyonun daha sa\u011fl\u0131kl\u0131 ya\u015fayabilmesi i\u00e7in momentum yaratacak \u015fekilde b\u00fcy\u00fcmek.<\/p>\n

TerraCycle<\/a>: \u00dcr\u00fcn \u00f6mr\u00fc tamamland\u0131ktan sonra yeniden kullan\u0131m\u0131n\u0131 ve geri kazan\u0131m\u0131n\u0131 sa\u011flamay\u0131 te\u015fvik etmek.<\/p>\n

Bu \u015firketleri ve \u00e7al\u0131\u015fmalar\u0131n\u0131 iyi izleyin. Hepsinin yola \u00e7\u0131k\u0131\u015f\u0131 insan ve do\u011fan\u0131n sa\u011fl\u0131\u011f\u0131n\u0131 iyile\u015ftirebilmek, sa\u011fl\u0131kl\u0131 ve uzun \u00f6m\u00fcrl\u00fc hayatlar yaratabilmek \u00fczerine kurulu.<\/strong> Hayat\u0131m\u0131zda ve yapt\u0131\u011f\u0131m\u0131z i\u015fte y\u00fckselmek ve para kazanabilmenin d\u0131\u015f\u0131nda bir anlam koyamad\u0131\u011f\u0131m\u0131zda k\u0131r\u0131lma ya\u015famamam\u0131z muhtemeldir.<\/p>\n

Kurumsal Itibar\u0131 g\u00fc\u00e7lendirmek istiyorsan\u0131z, bu 7 pazarlama hatas\u0131na \u00f6nem verin:<\/span> The Seven Sins of Green Washing<\/a><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Frederick Beigbeder \u00e7ok hakl\u0131. G\u00fcn\u00fcm\u00fcze kadar pazarlaman\u0131n \u00f6z\u00fcnde korku yaratmak, sahip olmazsan onaylanmazs\u0131n duygusunu k\u00f6r\u00fcklemek ve elde edemedi\u011fin takdirde yetersiz ve mutsuz oldu\u011funu hissettirmek yat\u0131yordu. Bunun sebepleri aras\u0131nda, pazarlama ile a\u015fk ya\u015fayanlar\u0131n yapt\u0131klar\u0131nda bir anlam aramaktan ziyade, pazarlamayla sat\u0131\u015f\u0131 art\u0131rman\u0131n en \u00f6nemli de\u011fer olmas\u0131 yat\u0131yor. Profesyonel hayat\u0131n\u0131n b\u00fcy\u00fck \u00e7o\u011funlu\u011fu uluslararas\u0131 pazarlama ve marka y\u00f6netimiyle ge\u00e7mi\u015f […]<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_exactmetrics_skip_tracking":false,"_exactmetrics_sitenote_active":false,"_exactmetrics_sitenote_note":"","_exactmetrics_sitenote_category":0,"_s2mail":"yes","footnotes":""},"categories":[43,80],"tags":[],"views":11568,"_links":{"self":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/3766"}],"collection":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/comments?post=3766"}],"version-history":[{"count":0,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/posts\/3766\/revisions"}],"wp:attachment":[{"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/media?parent=3766"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/categories?post=3766"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/kariyeryolculugu.com\/blog\/wp-json\/wp\/v2\/tags?post=3766"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}