Mobil pazarlamanın Türkiye inşaat sektörü açısından değerlendirilmesi
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2014
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Dünya bilgi çağını; iş hayatındaki, insanların günlük yaşamındaki ve teknolojideki değişimi yaşamaktadır. Ayrıca, globalleşme neticesinde artık sadece bir büyük ekonomi söz konusudur: Dünya ekonomisi. Bu büyük ekonomide rekabet düzeyi, dünyanın farklı yerlerinden gelen farklı rakip markalar nedeni ile her marka için gittikçe artmaktadır. Ayrıca, daha önce görülmemiş iletişim düzeyi ve iletişim araçlarının çeşitliliği insanları ve insanların günlük yaşamlarını değiştirmektedir. Bunun neticesi olarak, müşterilerin ilgisini çekmek ve onları bir ürün veya hizmeti satın almaya teşvik etmek pazarlama profesyonelleri için büyük bir mücadeleye dönüşmüştür. Pazarlama profesyonelleri bu zorlu ve dinamik iş ortamında, markalarının hedeflerine ulaşması için hemen her aracı kullanmayı denemektedirler. Birçoğu mobil pazarlamayı müşterilerine ulaşmaları açısından önemli bir araç olarak görmektedir. Bu pazarlama ihtiyaçları nedeni ile mobil pazarlama özellikle B2C (tüketici) pazarlarında gün geçtikçe gelişmektedir. Gelişmekte olan bir ülke olarak Türkiye'de inşaat sektörü; büyüme oranları, istihdam, konut üretimi, bayındırlık işleri vb. açısından önemlidir. Bu çalışmada, bu amaçla inşaat sektörünün özellikle B2B (endüstriyel) bölümüne yönelik olarak mobil pazarlamanın analizi yapılmıştır. Mobil pazarlama literatürüne dayanılarak hazırlanan bu çalışmada inşaat sektörü için mobil pazarlama çerçevesi ve bir mobil bilgi paylaşım platformu önerilmiştir.
The world has been experiencing 'the information age' and 'the change' not only in technology but also in business and people's daily life. In addition, due to globalization, there is only one big economy: The world's economy. The level of competition has been increasing in this big economy as many brands compete with different brands from different countries around the world. Moreover, unprecedented level of communication and the variety of communication tools change people and people's daily life. As result, drawing customers' attention and convincing them to buy a product or a service turned into a great challange for the marketing professionals. Marketing professionals try to benefit from almost every tool to meet their brand's targets in this dynamic and difficult business environment. Many of them evaluate mobile marketing as a great tool to reach their customers. Because of these marketing needs, mobile marketing has been growing enormously especially in some B2C market segments. Construction sector is important for Turkey, as a developing country, in terms of growth rate, employment, housing, public works etc. In this study, mobile marketing is analysed for the construction sector especially in its B2B segment. This study is based on current literature in mobile marketing. A framework for mobile marketing in construction sector and a mobile information sharing platform are proposed as conclusion.
The world has been experiencing 'the information age' and 'the change' not only in technology but also in business and people's daily life. In addition, due to globalization, there is only one big economy: The world's economy. The level of competition has been increasing in this big economy as many brands compete with different brands from different countries around the world. Moreover, unprecedented level of communication and the variety of communication tools change people and people's daily life. As result, drawing customers' attention and convincing them to buy a product or a service turned into a great challange for the marketing professionals. Marketing professionals try to benefit from almost every tool to meet their brand's targets in this dynamic and difficult business environment. Many of them evaluate mobile marketing as a great tool to reach their customers. Because of these marketing needs, mobile marketing has been growing enormously especially in some B2C market segments. Construction sector is important for Turkey, as a developing country, in terms of growth rate, employment, housing, public works etc. In this study, mobile marketing is analysed for the construction sector especially in its B2B segment. This study is based on current literature in mobile marketing. A framework for mobile marketing in construction sector and a mobile information sharing platform are proposed as conclusion.
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İşletme, Elektronik pazarlama, Mobil pazarlama, Business Administration, Electronic marketing, Pazarlama, Mobile marketing, İnşaat işletmeleri, Marketing, Construction enterprises, İnşaat sektörü, Construction sector
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112