Araştırma Makalesi
BibTex RIS Kaynak Göster

Türk İnşaat Sektöründe Pazarlama Stratejilerinin Gelişmesine Yönelik Araştirma Odakli Bir Çerçeve

Yıl 2014, Cilt: 5 Sayı: 15, 7 - 24, 01.04.2014
https://doi.org/10.5824/1309-1581.2014.2.001.x

Öz

Türk işletme çevrelerinde, inşaat sektörü genel ekonomik büyüme ve sürdürülebilirlik açısından önemli bir rol oynamaktadır. Fakat, sektörün karlılığını güçlendirmek açısından etkin pazarlama stratejileri uygulanmamıştır. Bu kısmen geçmişte talebin arz seviyelerinden fazla olduğundan kaynaklanmıştır. Bugünlerde tam tersine, günümüzde yoğun rekabet yeni inşaat projelerinin tanıtılmasını zorunlu kılmaktadır. Bu yüzden, geçmişte olanın aksine, arz seviyeleri talep seviyelerine kıyasla artmaktadır. Sonuç olarak, inşaat firmalarının bu sektörde ayakta kalabilmeleri için özgün pazarlama stratejileri geliştirilmelidir. Bu makale 152 örneklem ile Türk ekonomisi ve inşaat sektörü açısından ekonomik büyümeyi araştırmaktadır. Bunun yanı sıra, inşaat türleri, inşaat firmalarının en büyük pazarları, pazarlama/yönetim stratejileri ve sektörün problemleri, son zamanlarda gündeme getirilen e-pazarlama/yönetim odaklı olarak araştırılmış ve tartışılmıştır.

Kaynakça

  • Armstrong, Gary and Kotler, Philip (2001), “Marketing: An Introduction”, 5th Edition, Prentice Hall, Inc
  • Barnes, S.J (2004), Provision of services via the wireless application protocol, Electronic Markets
  • Barutçu, S (2007), “Attitudes towards mobile marketing tools: A Study of Turkish consumers”, Journal of Targeting, Measurement and Analysis for Marketing
  • Bhatti, T (2007), “Exploring factors influencing the adoption of mobile commerce”, Journal of Internet Banking and Commerce
  • Chen, J.V, Ross, W, Huang, S.F (2002), “Privacy, Trust, and Justice Considerations for local Based Mobile Telecommunication Services”, The Journal of Policy, regulation and Strategy for Telecommunications, Information, and Media
  • Chen, L (2008), A model of consumer acceptance of mobile payment, International Journal of Mobile Communications.
  • Christopher, M (1998), Logistics and Supply Chain Management, Financial Time/Pitman, London
  • Cushman&Wakefield, 2013- 2014 Construction Market Research Analysis Çalık Gayrimenkul, 2013- 2014 Report
  • Çavuşgil, T (1985), Service Expectations, Business Horizons
  • Denk, M, Hackl, M (2004), “Where does mobile business go?”, International Journal of Electronic Business
  • Etzel, Michael (1997), “Marketing, 11th edition, New York: McGraw-Hill Co.
  • Gittell, R, Magnusson, M and Merenda, M (2012), The Sustainable Business Case Book
  • Kassaye, W. Wossen (2001), “Green Dilemma”, Marketing Intelligence&Planning, USA
  • Peppers, D and Rogers, M (2011), Managing Customer Relationships, John Wiley&Sons Inc, Canada, PWC Financial Report, 2013
  • Winer, Russel S (2000),. “Marketing Management”, Prentice Hall Inc
  • www.iso.org/iso

A Research Oriented Framework for the Development of Marketing Strategies in the Turkish Construction Sector

Yıl 2014, Cilt: 5 Sayı: 15, 7 - 24, 01.04.2014
https://doi.org/10.5824/1309-1581.2014.2.001.x

Öz

In the Turkish Business Environment, construction sector plays a crucial role in the context of overall economic growth and sustainability. However, there have not been effective marketing strategies being implemented in order to enhance the profitability of the sector. This had occurred partly due to the fact that demand had been above the level of supply in the past. In contrast, nowadays fierce competition enforces that many construction projects are being promoted, thereby increasing the level of supply compared to the level of demand unlike what has happened in the past. As a result, genuine marketing strategies need to be emerged in order for construction companies to stay alive in this sector. With a sample size of 152, this paper aims to research the economic growth in terms of Turkish economy and construction sector. Besides, construction types, the biggest markets of construction companies, marketing/management strategies, and problems associated with the sector have been researched and debated with a specific focus on e-marketing/management approaches that have recently been revealed.

Kaynakça

  • Armstrong, Gary and Kotler, Philip (2001), “Marketing: An Introduction”, 5th Edition, Prentice Hall, Inc
  • Barnes, S.J (2004), Provision of services via the wireless application protocol, Electronic Markets
  • Barutçu, S (2007), “Attitudes towards mobile marketing tools: A Study of Turkish consumers”, Journal of Targeting, Measurement and Analysis for Marketing
  • Bhatti, T (2007), “Exploring factors influencing the adoption of mobile commerce”, Journal of Internet Banking and Commerce
  • Chen, J.V, Ross, W, Huang, S.F (2002), “Privacy, Trust, and Justice Considerations for local Based Mobile Telecommunication Services”, The Journal of Policy, regulation and Strategy for Telecommunications, Information, and Media
  • Chen, L (2008), A model of consumer acceptance of mobile payment, International Journal of Mobile Communications.
  • Christopher, M (1998), Logistics and Supply Chain Management, Financial Time/Pitman, London
  • Cushman&Wakefield, 2013- 2014 Construction Market Research Analysis Çalık Gayrimenkul, 2013- 2014 Report
  • Çavuşgil, T (1985), Service Expectations, Business Horizons
  • Denk, M, Hackl, M (2004), “Where does mobile business go?”, International Journal of Electronic Business
  • Etzel, Michael (1997), “Marketing, 11th edition, New York: McGraw-Hill Co.
  • Gittell, R, Magnusson, M and Merenda, M (2012), The Sustainable Business Case Book
  • Kassaye, W. Wossen (2001), “Green Dilemma”, Marketing Intelligence&Planning, USA
  • Peppers, D and Rogers, M (2011), Managing Customer Relationships, John Wiley&Sons Inc, Canada, PWC Financial Report, 2013
  • Winer, Russel S (2000),. “Marketing Management”, Prentice Hall Inc
  • www.iso.org/iso
Toplam 16 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Research Article
Yazarlar

M. Yaman Öztek Bu kişi benim

Özgür Çengel Bu kişi benim

Yayımlanma Tarihi 1 Nisan 2014
Gönderilme Tarihi 1 Nisan 2014
Yayımlandığı Sayı Yıl 2014 Cilt: 5 Sayı: 15

Kaynak Göster

APA Öztek, M. Y., & Çengel, Ö. (2014). A Research Oriented Framework for the Development of Marketing Strategies in the Turkish Construction Sector. AJIT-E: Academic Journal of Information Technology, 5(15), 7-24. https://doi.org/10.5824/1309-1581.2014.2.001.x