The relationship between Akhism and 4C marketing mix: A view from historical perspective

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dc.contributor.authorErbasi, Ali
dc.contributor.authorErsoz, Suleyman
dc.date.accessioned2020-06-25T17:51:40Z
dc.date.available2020-06-25T17:51:40Z
dc.date.issued2011
dc.departmentKırıkkale Üniversitesi
dc.description.abstractCustomer-oriented approaches related to solving the administrative and marketing problems of organizations have gained popularity recently. Customers who have become more selective and conscious affect the strategies of enterprise significantly. Thus enterprise's strategies are transformed into customer-oriented bazar. Customer-oriented transformation one of the customer oriented strategies, 4P marketing mix (product, price, place, promotion) has brought to surface 4C marketing mix (customer value, cost to customer, convenience for buyer, customer communication). The present study aims to demonstrate that 4C marketing mix elements introduced at the end of 20th century was already used by Akhism philosophy during and after the 13th century. To that end each element in 4C marketing mix has been associated with its structuring in Akhism. It has been detected that in Akhism organizations, customer value element were reflected as 'customer is our benefactor' attitude, cost to customer element was reflected as supervisory price, convenience for buyer element was reflected as transport easily to product for customer and customer communication element was reflected as communication with market. Within that context we argue that a deeper analysis on Akhism would be assistive in answering several problems associated with management in modern age.en_US
dc.identifier.citationclosedAccessen_US
dc.identifier.endpage146en_US
dc.identifier.issn1306-8253
dc.identifier.issue59en_US
dc.identifier.scopus2-s2.0-80052580654
dc.identifier.scopusqualityQ3
dc.identifier.startpage135en_US
dc.identifier.urihttps://hdl.handle.net/20.500.12587/4950
dc.identifier.wosWOS:000295652500007
dc.identifier.wosqualityN/A
dc.indekslendigikaynakWeb of Science
dc.indekslendigikaynakScopus
dc.language.isotr
dc.publisherGazi Univ, Turk Kulturu Ve Haci Bektas Velien_US
dc.relation.ispartofTurk Kulturu Ve Haci Bektas Veli-Arastirma Dergisi
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectAkhismen_US
dc.subject4Cen_US
dc.subjectmarketing mixen_US
dc.titleThe relationship between Akhism and 4C marketing mix: A view from historical perspectiveen_US
dc.typeArticle

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