MODERN PAZARLAMANIN SAĞDUYUSU: ALANYAZINDAKİ KAVRAMLARIN BETİMSEL ANALİZİ VE UYGULAMALARIN İNCELENMESİ

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 2018 Vol:5 / Issue:30 ArticleArrivalDate (Makale Geliş Tarihi) 18.10.2018 ThePublishedRel. Date (Makale Yayın Kabul Tarihi) 26.12.2018 ThePublishedDate (Yayınlanma Tarihi) 26.12.2018 pp.44894510 MODERN PAZARLAMANIN SAĞDUYUSU: ALANYAZINDAKİ KAVRAMLARIN BETİMSEL ANALİZİ VE UYGULAMALARIN İNCELENMESİ MODERN PAZARLAMANIN SAĞDUYUSU: ALANYAZINDAKİ KAVRAMLARIN BETİMSEL ANALİZİ VE UYGULAMALARIN İNCELENMESİ Journal of Social And Humanities Sciences Research (JSHSR) 2018 Vol:5 Issue:30 pp:4489-4510 Jshsr.com Journal of Social and Humanities Sciences Research (ISSN:2459-1149) editor.Jshsr@gmail.com 4490 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.