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Pazarlama Arastirmalari Kapsaminda Yasanan Teknoloji-Tabanli Degisim

Author

Listed:
  • Keti Ventura

    (Ege Universitesi Iktisadi ve Idari Bilimler Fakultesi Isletme Bolumu)

Abstract

Kuresellesme surecinin hiz kazanmasiyla birlikte isletmeler icin birim zamanda islenmesi gereken bilgi miktarinin onemi artmistir. Bilgi teknolojileri bu anlamda isletmelere bilginin dogru yerde ve zamanda aktarilmasini saglamasi bakimindan rekabet avantaji kazandirmaktadir. Bilgi teknolojilerinin sundugu yeni avantajlar, klasik isletme fonksiyonlarini da etkileyerek uretimden pazarlamaya kadar her alanda yeni firsatlar sunmaktadir. Ozellikle bilgi ve iletisim araclarinin kullaniminin yayginlasmasi ve kuresellesme surecinin hiz kazanmasiyla birlikte, pazarlama arastirmasinin da pazarda yasanan degisime ayak uydurabilmesi oldukca onemli hale gelmistir. Bu kapsamda calismanin amaci, bilgi teknolojilerinin, pazarlama faaliyetlerinde ve fonksiyonunda olusturdugu yenilikler kapsaminda pazarlama arastirmalarinda yarattigi degisimi ortaya koymaktir.

Suggested Citation

  • Keti Ventura, 2003. "Pazarlama Arastirmalari Kapsaminda Yasanan Teknoloji-Tabanli Degisim," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 3(1), pages 78-89.
    • Handle: RePEc:ege:journl:v:3:y:2003:i:1:p:78-89
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    More about this item

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • O33 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Technological Change: Choices and Consequences; Diffusion Processes

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