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Ozet: Modern pazarlama anlayisinda, isletme yoneticilerinin basarili olabilmeleri icin, pazarlama konularinin yani sira finansal konulara da egilmeleri gerekmektedir. Isletmelerin birincil amacinin hissedar degeri yaratmak oldugu yonundeki gorusun giderek daha fazla kabul gormesi, pazarlama yoneticilerini deger ve deger yaratilmasi konularina odaklanmaya zorlamaktadir. Bu calismada, oncelikle pazarlamanin gecirmis oldugu asamalar ve deger temelli pazarlamanin ortaya cikis nedenleri ele alinmakta, sonrasinda ise, deger temelli pazarlama finansal boyutta ve musteri boyutunda incelenmektedir. Anahtar Kelimeler: Deger, Deger Temelli Pazarlama, Hissedar Degeri, Musteri Degeri. Abstract: In contemporary marketing approaches, a strongly marked tendency has come out about the education of corporate managers both in marketing and finance topics to succeed in competitive global business environment. As the main aim of the (financial) management is, mostly, accepted to be the shareholders’ wealth maximization, the marketing and financial managers should be synchronized to focus on firm value and value maximization activities. In this study, firstly, the evolution of marketing and the underlying reasons behind the emergence of value-based marketing are presented. Then, the financial and customer dimensions of value based marketing are discussed. Keywords: Value, Value Based Marketing, Shareholder Value, Customer Value.

DEĞER TEMELLİ PAZARLAMA (Finansal Boyut ve Müşteri Boyutu)