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Bütünleşik Pazarlama İletişiminden Bütünleşik Şehir Pazarlaması İletişimine Yönelik Teorik Bir Çerçeve

Year 2022, Issue: 57, 185 - 201, 29.03.2022
https://doi.org/10.47998/ikad.1021022

Abstract

Pazarlama çalışmalarında, bütünleşik pazarlama iletişiminin (BPİ) kabul görmesi ve öneminin artmasıyla şehir pazarlaması gibi yeni disiplinlere uygulanması mümkün hâle gelmiştir. Şehir pazarlamasında paydaş ve hissedarların çokluğu ile ürün çeşitliliği, tanıtım araçlarının birlikte ve ahenk içerisinde kullanılmasını gerektirmektedir. Son yıllarda pek çok araştırma ve çalışmaya rağmen şehir pazarlaması konusunda istenilen başarıya ulaşılamaması problemi yapılan mevcut çalışmaların gözden geçirilmesine ve yeni yaklaşımların incelenmesine yöneltmektedir. Pazarlamada yeni yaklaşımlardan bir tanesi de bütünleşik pazarlama iletişimidir. Şehir pazarlaması probleminin büyük ölçüde paydaş çeşitliliğine dayanması bütünleşik pazarlama iletişimini içine alan yeni bir çerçevenin oluşturulması gerektiğine işaret etmektedir. “Bütünleşik şehir pazarlaması iletişimi” şeklinde daha önce yapılmış derli toplu bir araştırmaya rastlanmamıştır.
Bu araştırmada, bütünleşik pazarlama iletişimi yaklaşımının şehir pazarlamasına uyarlanması üzerine teorik bir çerçeve oluşturulması ve oluşturulan çerçeveyle şehir pazarlaması çalışmalarına katkı sağlanması amaçlanmaktadır. Bütünleşik şehir pazarlaması iletişimi (BŞPİ) şeklinde adlandırılan bu çalışmayla tanıtım araçlarının birlikte ve uyum içinde kullanılması durumunda hem paydaşların ve hem de hedef kitlelerin zihninde net mesajların uyanacağı tasarlanmaktadır. Yöntem olarak bütünleşik pazarlama iletişimi ve şehir pazarlaması konusu üzerine literatür araştırması yapılmış ve teorik bir çerçeve oluşturulmuştur. Teorik çerçeve oluşturulurken alanda daha önce yapılmış çalışmalardan ve araştırma modellerinden yararlanılmıştır. Elde edilen veriler BPİ modelinin şehre uygulanmasının şehir pazarlamasını daha etkin ve verimli kılacağı yönündedir.

References

  • Adu-Oppong, A. A ve Agyin-Birikorang, E. (2014). “Communication in the Workplace: Guidelines for Improving Effectiveness.” Global Journal of Commerce & Management Perspective, 3 (5), s.208-213.
  • Camilleri, M. A. (2017). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 5, s. 85-103). Cham, Switzerland: Springer Nature.
  • Clarke, A. (2009). Book Reviews: Destination Marketing: An Integrated Marketing Communication Approach, S.Pike. Elsevier, Oxford (2008). Tourism Management, 30, s.140-147.
  • Daszkiewicz, M. ve Pukas, A. (2016). “City Marketing Communication – Challenges and Inspirations.” Jagiellonian Journal of Management, vol. 2 (2016), no. 2, s.85-100.
  • Englung, T. R., Hedrick, V. E., Duffeey, K. J. ve Kraak, V. (2020). “Evaluation of Integrated Marketing Communication Strategies Used for the Fruits & Vegies Campaign in California and Virginia.” Preventive Medicine Reports, 18, s.1-7.
  • Ivanow, A. E. (2012). “The Internet’s Impact on Integrated Marketing Communication.” Procedia Economics and Finance, 3, s.536-542.
  • Kavaratzis, M. (2007). City Marketing: The Past, the Present and Some Unresolved Issues. Geography Compass, 1 (3), s.695-712.
  • Kitchen, P. J. ve Burgmann, I. (2010). Integrated Marketing Communication. Wiley International Encyclopedia of Marketing, edited by Jagdish N. Sheth and Naresh K. Malhotra. Copyright © 2010 John Wiley & Sons Ltd.
  • Kotler, P. ve Keller K. L. (2012). Marketing Management, 14th Edition. New Jersey: Prentice Hall.
  • Küçükaslan, N. (2014). Etkili İletişim Teknikleri. Bursa: Ekin Basım Yayın Dağıtım.
  • Luck, E. M. and Moffatt, J. J. (2009). “IMC: Has anything really changed? A new perspective on an old definition.” The Journal of Marketing Communications, 15 (3), s.1-31.
  • Mabular, R. M. (2019). An Internal Integrated Marketing Communication Approach for City Branding. Degree of Magister Artium (Communicattion Science: Corporate and Marketing Communicaton. Faculty of the Humanities, University of the Free State.
  • Martin, S. A., Javalgi, R., G. ve Ciravegna, L. (2020). “Marketing Capabilites and International New Venture Performance: The Mediation Role of Marketing Communication and the Moderation Effect of Technological Turbulence.” Journal of Business Research, 107, s.25-37.
  • Mihart (Kailani), C. (2012). “Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach Based on Hierarchy of Effects Concept.” Procedia – Social and Behavioral Sciencies, 62, s.975-980.
  • Porcu, L., Barrio-Garcia, S., Alcantara-Pilar, J. M. ve Crespo-Almendros, E. (2019). “Analyzing the Influence of Firm-Wide Integrated Marketing Communication on Market Performance in the Hospitality Industry.” International Journal of Hospitality Management, 80, s.13-24.
  • Rivas, M. (2013a). Integrated City-Brand Building: Beyond the Marketing Approach. Reporting Note on the CityLogo-Eurocities Thematic Workshop, Utrecht, 02-04 October 2013, s.1-25.
  • Rivas, M. (2013b). Integrated City-Brand Management: Re-Thinking Organizational Models. Reporting Note on the CityLogo-Eurocities Thematic Workshop, Oslo, 17-19 April 2013, s.1-27.
  • Todorova, G. (2015). “Marketing Communication Mix.” Trakia Journal of Sciences, Vol. 13, Suppl. 1, s.368-374.
  • Vernuccio, M. and Ceccotti, F. (2015). “Strategic and Organisational Challenges in the Integrated Marketing Communication Paradigm Shift: A Holistic Vision.” European Management Journal, 33, s.438-449.
  • Xueyang, C. (2017). Strategies for City Marketing and Brand Promotion on IMC Theory: The Case of Fuling, Chongqing. Proceedings of the AIB-Midwest 2017 Conference, Volume 31, s.321-331.
  • Wang, Y. J., Wu, C. ve Yuan, J. (2009). “The Role of Integrated Marketing Communications (IMC) on Heritage Destination Visitations.” Journal of Quality Assurance In Hospitality & Tourism, 10, s.218–231.

A Theoretical Framework Integrated Marketing Communications to Integrated City Marketing Communications

Year 2022, Issue: 57, 185 - 201, 29.03.2022
https://doi.org/10.47998/ikad.1021022

Abstract

In marketing studies, it has become possible to apply integrated marketing communication (IMC) to new disciplines such as city marketing with the acceptance and increasing importance. Despite many researches and studies in recent years, the problem of not achieving the desired success in city marketing leads to a review of existing studies and the examination of new approaches. One of the new approaches in marketing is integrated marketing communication. There has not been any compact research in the form of "integrated city marketing communication."
In this research, it is aimed to create a theoretical framework on the adaptation of the integrated marketing communication approach to city marketing and to contribute to city marketing studies with the framework created. With this study, which is called integrated city marketing communication (ICMC), it is designed that if promotional tools are used together and in harmony, clear messages will be created in the minds of both stakeholders and target audiences. As a method, literature research on integrated marketing communication and city marketing was carried out and a theoretical framework was established. When creating the theoretical framework, previous studies and research models were used in the field. The data obtained are that applying the IMC model to the city will make city marketing more effective and efficient.

References

  • Adu-Oppong, A. A ve Agyin-Birikorang, E. (2014). “Communication in the Workplace: Guidelines for Improving Effectiveness.” Global Journal of Commerce & Management Perspective, 3 (5), s.208-213.
  • Camilleri, M. A. (2017). Integrated Marketing Communications. In Travel Marketing, Tourism Economics and the Airline Product (Chapter 5, s. 85-103). Cham, Switzerland: Springer Nature.
  • Clarke, A. (2009). Book Reviews: Destination Marketing: An Integrated Marketing Communication Approach, S.Pike. Elsevier, Oxford (2008). Tourism Management, 30, s.140-147.
  • Daszkiewicz, M. ve Pukas, A. (2016). “City Marketing Communication – Challenges and Inspirations.” Jagiellonian Journal of Management, vol. 2 (2016), no. 2, s.85-100.
  • Englung, T. R., Hedrick, V. E., Duffeey, K. J. ve Kraak, V. (2020). “Evaluation of Integrated Marketing Communication Strategies Used for the Fruits & Vegies Campaign in California and Virginia.” Preventive Medicine Reports, 18, s.1-7.
  • Ivanow, A. E. (2012). “The Internet’s Impact on Integrated Marketing Communication.” Procedia Economics and Finance, 3, s.536-542.
  • Kavaratzis, M. (2007). City Marketing: The Past, the Present and Some Unresolved Issues. Geography Compass, 1 (3), s.695-712.
  • Kitchen, P. J. ve Burgmann, I. (2010). Integrated Marketing Communication. Wiley International Encyclopedia of Marketing, edited by Jagdish N. Sheth and Naresh K. Malhotra. Copyright © 2010 John Wiley & Sons Ltd.
  • Kotler, P. ve Keller K. L. (2012). Marketing Management, 14th Edition. New Jersey: Prentice Hall.
  • Küçükaslan, N. (2014). Etkili İletişim Teknikleri. Bursa: Ekin Basım Yayın Dağıtım.
  • Luck, E. M. and Moffatt, J. J. (2009). “IMC: Has anything really changed? A new perspective on an old definition.” The Journal of Marketing Communications, 15 (3), s.1-31.
  • Mabular, R. M. (2019). An Internal Integrated Marketing Communication Approach for City Branding. Degree of Magister Artium (Communicattion Science: Corporate and Marketing Communicaton. Faculty of the Humanities, University of the Free State.
  • Martin, S. A., Javalgi, R., G. ve Ciravegna, L. (2020). “Marketing Capabilites and International New Venture Performance: The Mediation Role of Marketing Communication and the Moderation Effect of Technological Turbulence.” Journal of Business Research, 107, s.25-37.
  • Mihart (Kailani), C. (2012). “Modelling the Influence of Integrated Marketing Communication on Consumer Behaviour: An Approach Based on Hierarchy of Effects Concept.” Procedia – Social and Behavioral Sciencies, 62, s.975-980.
  • Porcu, L., Barrio-Garcia, S., Alcantara-Pilar, J. M. ve Crespo-Almendros, E. (2019). “Analyzing the Influence of Firm-Wide Integrated Marketing Communication on Market Performance in the Hospitality Industry.” International Journal of Hospitality Management, 80, s.13-24.
  • Rivas, M. (2013a). Integrated City-Brand Building: Beyond the Marketing Approach. Reporting Note on the CityLogo-Eurocities Thematic Workshop, Utrecht, 02-04 October 2013, s.1-25.
  • Rivas, M. (2013b). Integrated City-Brand Management: Re-Thinking Organizational Models. Reporting Note on the CityLogo-Eurocities Thematic Workshop, Oslo, 17-19 April 2013, s.1-27.
  • Todorova, G. (2015). “Marketing Communication Mix.” Trakia Journal of Sciences, Vol. 13, Suppl. 1, s.368-374.
  • Vernuccio, M. and Ceccotti, F. (2015). “Strategic and Organisational Challenges in the Integrated Marketing Communication Paradigm Shift: A Holistic Vision.” European Management Journal, 33, s.438-449.
  • Xueyang, C. (2017). Strategies for City Marketing and Brand Promotion on IMC Theory: The Case of Fuling, Chongqing. Proceedings of the AIB-Midwest 2017 Conference, Volume 31, s.321-331.
  • Wang, Y. J., Wu, C. ve Yuan, J. (2009). “The Role of Integrated Marketing Communications (IMC) on Heritage Destination Visitations.” Journal of Quality Assurance In Hospitality & Tourism, 10, s.218–231.
There are 21 citations in total.

Details

Primary Language Turkish
Subjects Communication and Media Studies
Journal Section Research Articles
Authors

Abdullah Eravcı 0000-0003-4184-0842

Publication Date March 29, 2022
Submission Date November 9, 2021
Published in Issue Year 2022 Issue: 57

Cite

APA Eravcı, A. (2022). Bütünleşik Pazarlama İletişiminden Bütünleşik Şehir Pazarlaması İletişimine Yönelik Teorik Bir Çerçeve. İletişim Kuram Ve Araştırma Dergisi, 2022(57), 185-201. https://doi.org/10.47998/ikad.1021022