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Journals / Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi / 2004 / Cilt: 22 - Sayı: 2

The Relation Between Marketing Concept and Relationship Marketing

Pazarlama Anlayışları ile İlişki Pazarlaması Uygulamaları Arasındaki İlişki

Nurcan YÜCEL
Leyla ÖZER ŞENTÜRK
Pages
125–146
Publication Date
2022-10-18
DOI
—
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The results suggest that subjects use modern marketing and relationship marketing concept and usually apply relationship marketing.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:The aim of this study is to define the relation between marketing concept and relationship marketing.
📊
Key Findings & Data:For this purpose, the questionnaire is designed to collect data, from the owners, general managers or marketing managers of Small & Medium Size Business Enterprises (SME), about their marketing approaches on marketing and the level of application of relationship marketing by them.
💡
Conclusion & Impact:The results suggest that subjects use modern marketing and relationship marketing concept and usually apply relationship marketing.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Domain Parameters

Abstract

The aim of this study is to define the relation between marketing concept and relationship marketing. For this purpose, the questionnaire is designed to collect data, from the owners, general managers or marketing managers of Small & Medium Size Business Enterprises (SME), about their marketing approaches on marketing and the level of application of relationship marketing by them. The results suggest that subjects use modern marketing and relationship marketing concept and usually apply relationship marketing. It is determined that there is a relation between modern marketing concept and relationship marketing and relationship marketing applications towards personnel and other firms.

Özet

Bu çalışmada, pazarlama anlayışları ile ilişki pazarlaması arasındaki ilişkinin belirlenmesi amaçlanmıştır. Bu amaçla, araştırma soruları Küçük ve Orta Boy İşletme sahibi, yöneticisi veya pazarlama sorumlularının pazarlama anlayışları ve ilişki pazarlamasını uygulama düzeylerini belirlemeye yönelik olarak tasarlanmıştır. Bu noktadan hareketle, anket yöntemi ile veriler elde edilmiştir. Verilerin analizi sonucunda deneklerin modern pazarlama ve ilişki pazarlaması anlayışında oldukları ve genellikle ilişki pazarlaması uygulamaları yaptıkları belirlenmiştir. İlişki pazarlaması ve modern pazarlama anlayışı ile personele ve diğer firmalara yönelik ilişki pazarlaması uygulamaları arasında ilişki bulunmuştur.

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Cite This Article

YÜCEL, N., ŞENTÜRK, L. Ö. (2022). The Relation Between Marketing Concept and Relationship Marketing. Hacettepe Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, Cilt: 22 - Sayı: 2, 125–146. https://ajindex.com/articles/533320

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