MODERN PAZARLAMANIN SAĞDUYUSU: ALANYAZINDAKİ KAVRAMLARIN BETİMSEL ANALİZİ VE UYGULAMALARIN İNCELENMESİ

Abstract

With the modern marketing, social awareness has gained importance. In this context, new concepts emerged in marketing
literature. In this study, some of the concepts such as Corporate Social Responsibility (CSR), Social Marketing (SM) and Cause
Related Marketing (CRM) are mentioned. However, there are differences between the theoretical definitions and applications
of these concepts. This situation, together with many different definitions, began to create turmoil both in literature and in
practice. In particular, the enterprises that form their marketing activities on the basis of these concepts have taken this situation
a step further with their semantic differences they created in addition to the chaos in the theoretical infrastructure of the projects
they implement. In the marketing literature, it was seen that the concepts of “Corporate Social Responsibility”, “Social Marketing” and “Cause Related Marketing” were not examined together. At the same time, a detailed literature review was carried out to eliminate the confusion between these concepts which were used instead of each other. By the help of the descriptive analysis made by this literature review, codes and themes were determined. The determined themes are interpreted with an inductive point of view. The definitions of the concepts of CSR, SM and CRM reached by the descriptive analysis were compared with the contents of the social projects implemented by the next stage enterprises. Thus, the content of the projects of the companies was searched from the websites and the concepts related to the activities they carried out were tried to be matched. As a result of this study, we think that the definitions between theory and practice can be solved.