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Eurasian Academy Of Sciences Social Sciences JournalYl:2021 Say: 36 Alan: letme

Zeynep KO, Metehan TOLON
NOVASYONUN YEL PAZARLAMA STRATEJLER ZERNDE ETKS
 
Yaplan bu almada, inovasyonun (yeni fikirlerin) uygulanmas srasnda izlenecek stratejilerin evreyi koruma bilinci kapsamnda uygulanacak yeil pazarlama stratejileri zerine olumlu veya olumsuz etkisinin ortaya karlmas amalanmtr. Bu amala Ankara il merkezinde bulunan irketlerin evre koruma, pazarlama, K, retim veya Ar-Ge departmanlarnn CEOlar ve yneticileriyle anket uygulamas gerekletirilmitir. novasyon stratejilerine gre yaplan analizler neticesinde elde edilen bulgular yneticilerin cinsiyetleri, medeni durumlar, gelir dzeyi deikenlerine gre anlaml bir farkllk olmad grlmektedir. Bunun yan sra yneticilerin ya ve renim durumu deikenleri arasnda anlaml bir farkllk olmad grlmektedir. Yeil pazarlamaya gre yaplan analizler neticesinde elde edilen bulgular yneticilerin cinsiyetleri, medeni durumlar, gelir dzeyi deikenlerine gre anlaml bir farkllk olmad grlmektedir. Bunun yan sra yneticilerin ya ve renim durumu deikenleri arasnda anlaml bir farkllk olmad grlmektedir.

Anahtar Kelimeler: Pazarlama, yeil pazarlama, inovasyon, strateji


THE INNOVATION EFFECTS ON GREEN MARKETING STRATEGIES
 
In this study, it is aimed to reveal the positive or negative effects of the strategies to be followed during the implementation of innovation (new ideas) on green marketing strategies to be applied within the scope of environmental protection awareness. For this purpose, a survey was conducted with the CEOs and managers of the environmental protection, marketing, HR, production or R & D departments of the companies located in Ankara city center. The findings obtained as a result of the analysis made according to the innovation strategies, it is seen that there is no significant difference according to the variables of the managers' gender, marital status and income level. In addition, it is seen that there is no significant difference between administrators' age and educational status variables. The findings obtained as a result of the analysis made according to green marketing, it is seen that there is no significant difference according to the variables of gender, marital status and income level of the managers. In addition, it is seen that there is no significant difference between the age and educational status variables of the administrators.

Keywords: Marketing, Green marketing, innovation, strategy


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