Modern pazarlama ve tanıtmada lobiciliğin rolü ve önemi (çok boyutlu kavramsal model içinde incelenmesi)
Başlık çevirisi mevcut değil.
- Tez No: 7595
- Danışmanlar: Belirtilmemiş.
- Tez Türü: Doktora
- Konular: İşletme, Business Administration
- Anahtar Kelimeler: Lobicilik, Pazarlama, Lobbying, Marketing
- Yıl: 1989
- Dil: Türkçe
- Üniversite: İstanbul Üniversitesi
- Enstitü: Sosyal Bilimler Enstitüsü
- Ana Bilim Dalı: Belirtilmemiş.
- Bilim Dalı: Belirtilmemiş.
- Sayfa Sayısı: Belirtilmemiş.
Özet
Özet yok.
Özet (Çeviri)
SUMMARY Lobbying is some method of action of pressure groups. Tts dm is to secure group benefits by effecting decision of admin istrative unites. By the another definition, lobbying is a process of communication. lobbying Was examined here by neans of a multi-dimensional conceptual model, In order to specify its role in modern marketing and information for publicity. n this context, business establishments were also considered as pressure groups, whoseby it was proven that lobbying can also be viewed as one of the activities of such enterprises. The work consist of three main sections. In the first section, lobby groups were examined according to their sources, types, functions, areas of activity, effects, measures and strategies and tactics. Tn the second section the use of lobbying in marketing was investigated by means of a cubic-conical multi-dimensional model. Tt was shown that the four marketing components (Marketing mix) are inadequate unless a fifth one comprising the power elements will be adduced, the model thus introduced includes as its first dimension the power elements of a dynamic marketing environment with pressure groups, which enables to approch modern marketing by its social problem areas. The second dimension covers the economic, legal, ethical, and inclinational responsibilities of establishments, the violation of which would also create social problems. In the third dimension, the strategies of establishments against environmental powers by means of reaction, defense, effec tiveness and adjustment process do take place, THe main lobbying strategies and their sub-strategies of establishments are thus means of social responsiveness against legal measures that stem from government policies.232 Lobbying activities in modern marketing increase as the establishments become bigger and more profitable: Increasese in the purchases of public sector, sectoral growth and trade uninism also effect the amount of lobbying activities. The third section is devoted to the role of lobbying on information. Micro information process as being composed of public relation activities and macro information process being directed towards inland and international activities were difined in the realm of political, socio-cultural, economic and touristic dimen sions. The investigations show that lobbying is a method of getting aware and making aware which may be used as an instrument of pres cribed goals. In general, lobbying intersity increases in accordence with the resources of pressure groups. As an instrument of foreign policy, a conduct through non-state organisations seems to have more chances of success. Lobbying is a group action, to which business establishments do also belong. It should be observed as a reality of political, social and economimc life both of national and international levels.
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