Kriz Dönemlerinde Stratejik Pazarlama ve Marka Yönetimi: COVID-19 Pandemisi Örneği
Özet
Dr. Hasan Selçuk ETİ tarafından kaleme alınan "Kriz Dönemlerinde Stratejik Pazarlama ve Marka Yönetimi (COVID-19 Pandemisi Örneği)" başlıklı bu eser, küresel rekabet ortamında stratejik pazarlama ile marka yönetiminin kesişim noktalarını ve kriz anlarında işletmelerin sürdürülebilirliğini sağlayan yöntemleri son derece kapsamlı bir şekilde incelemektedir. Kitapta; marka penetrasyonu, marka genişlemesi, uluslararasılaşma, şemsiye marka, aile markası ve kurumsal markalaşma stratejileri gibi temel kavramlar teorik çerçevede ele alınırken, kriz durumlarının marka değerine ve pazarlama metriklerine olan doğrudan etkileri detaylandırılmaktadır. COVID-19 pandemisini somut bir örnek olay olarak merkezine alan çalışma; firmaların değişen tüketici davranışlarına ve pazar koşullarına uyum sağlama süreçlerini, marka mesajı ile iç organizasyon kültürünün bütünleştirilmesini, çalışan deneyiminin yönetilmesini ve paylaşılan değer yaratımının stratejik önemini vurgulamaktadır. Ayrıca kriz dönemlerinde doğru reklam tercihlerinden içerik ve sosyal medya pazarlamasına, izinli e-posta pazarlamasından e-ticaret ve bütünleşik dijital pazarlama kanallarına kadar geniş bir yelpazedeki yeni nesil pazarlama araçlarının rolü açıklanmaktadır. Empati, şeffaflık, müşteri odaklılık ve dijital esnekliği ön plana çıkaran bu eser, akademisyenler, pazarlama profesyonelleri, araştırmacılar ve karar verici yöneticiler için rehber niteliğinde nitelikli bir başvuru kaynağı sunmaktadır.
Written by Dr. Hasan Selçuk ETİ, "Strategic Marketing and Brand Management in Times of Crisis (Case of COVID-19 Pandemic)" comprehensively examines the intersection of strategic marketing and brand management in a globally competitive environment, alongside the methods that ensure business sustainability during crises. While discussing fundamental concepts such as brand penetration, brand extension, internationalization, umbrella brand, family brand, and corporate branding strategies within a theoretical framework, the book details the direct impacts of crisis situations on brand equity and marketing metrics. Centering on the COVID-19 pandemic as a concrete case study, the work emphasizes companies' adaptation processes to changing consumer behavior and market conditions, the integration of brand messaging with internal organizational culture, the management of employee experience, and the strategic importance of creating shared value. Furthermore, it elucidates the role of next-generation marketing tools during crisis periods, ranging from proper advertising choices to content and social media marketing, permission-based email marketing, and e-commerce alongside integrated digital marketing channels. Highlighting empathy, transparency, customer-centricity, and digital flexibility, this work serves as a qualified reference guide for academics, marketing professionals, researchers, and decision-making executives.
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