Büyük Verinin Pazarlama Karması Üzerindeki Etkileri

Year 2022, Volume: 24 Issue: 3, 969 - 980, 26.09.2022

Erkan Bil , Murat Özkaya

https://doi.org/10.32709/akusosbil.896934

Abstract

Bu çalışmada, büyük veri kavramının pazarlama karması üzerindeki etkileri incelenmiştir. İlk olarak, pazarlama karması açıklanıp, pazarlama karmasının 4P’si sunulmuştur. Pazarlama karmasının her bir elemanını yani ürün (product), fiyat (price), dağıtım (place) ve tutundurma (promotion) kavramları ayrı ayrı açıklanmıştır. Daha sonra, büyük veri ve büyük veri analizinin özelliklerinden kısaca bahsedilmiştir.. Büyük verinin pazarlama karması bileşenleri üzerindeki etkileri ayrı ayrı incelenmiştir. Son olarak, yapılan bu incelemelerin sonuçları bir başlık altında toplanmıştır. Yapılan araştırmaların sonucunda büyük veri analizinin pazarlama karmasının elemanlarının ele alınış biçimlerinde çeşitli değişiklikler oluşturduğu görülmüştür. Büyük veri analizi ve büyük veri sayesinde amaçlara daha uygun stratejilerin belirlenmesinin daha kolaylaştığı incelenen çalışmalardan tespit edilmiştir.

Keywords

Büyük veri, pazarlama karması, dijitalleşme, pazarlama stratejileri

The Effects of the Big Data Concept on the Marketing Mix

Abstract

In this study, the effect of the big data concept on the marketing mix is investigated. Firstly, the marketing mix and present the 4P of the marketing mix are explained. Then, the each element of the marketing mix, such as price, product, place and promotion, are described. Later, the big data and big data analytics are briefly mentioned. Then, the effects of the big data concept on the each element of the marketing mix are analyzed separately. Finally, the results are summarized. As a result of the researches, it has been seen that big data analysis has created various changes in the way the elements of the marketing mix are handled. It has been determined from the studies examined that it has become easier to determine strategies that are more suitable for the purposes by the big data analysis and big data.

Keywords

Big data, marketing mix, digitalization, marketing strategies

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