Dergiler / Doğuş Üniversitesi Dergisi / 2013 / Cilt: 14 Sayı: 1
Postmodernizm ve klan pazarlamasi: dinsel topluluklara yönelik bir uygulama
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Özet
\r\n Post modern dönemde modern klan olarak tanımlanan toplulukların ortaya çıkması, klan pazarlaması olarak tanımlanan alternatif bir pazarlama yaklaşımının doğmasına yol açmıştır. Bu çalışmanın amacı Türkiye’de faaliyet gösteren dinsel
Abstract
\r\n The emergence of communities described as modern tribe in postmodern period has led to the occurrence of an alternative marketing approach tribal marketing. The purpose of this study is to define the religious communities in Turkey in terms of modern tribe behaviors and to determine to what extent tribal marketing is applicable to the concerning communities. For this purpose, a questionnaire was administered to the community members selected by convenience sampling in Biga, Çanakkale. The results of analysis indicate that the community has characteristics of modern tribe to some extent although most of the members are not aware of symbolic values. On the other hand, the hypotheses intended to test