Marka Mimar\u0131 \u00d6mer \u015eeng\u00fcler\u2019in markala\u015fman\u0131n \u00f6nemini ve marka olman\u0131n ad\u0131mlar\u0131n\u0131 anlatt\u0131\u011f\u0131 kitab\u0131 \u201cMarka Ol E Mi?\u201d T\u0130M Ba\u015fkan\u0131 \u0130smail G\u00fclle, Mustafa Kamar, BMD Ba\u015fkan\u0131 Sinan \u00d6ncel, Gamze Cizreli, Hakan Akkaya gibi i\u015f ve sanat d\u00fcnyas\u0131ndan \u00e7ok say\u0131da ismin kat\u0131l\u0131m\u0131yla tan\u0131t\u0131ld\u0131.<\/p>\n
Global Magic Brands dan\u0131\u015fmanl\u0131k \u015firketinin ba\u015fkan\u0131 ve ayn\u0131 zamanda da \u0130stanbul Ticaret \u00dcniversitesi\u2019nde \u00f6\u011fretim g\u00f6revlisi olan marka mimar\u0131 \u00d6mer \u015eeng\u00fcler\u2019in yeni kitab\u0131 \u201cMarka Ol E Mi?\u201d, Roberto Bravo\u2019nun katk\u0131lar\u0131yla yay\u0131nland\u0131.<\/p>\n
\u0130stanbul\u2019da bir AVM\u2019de ger\u00e7ekle\u015ftirilen imza t\u00f6renine T\u00fcrkiye \u0130hracat\u00e7\u0131lar Meclisi Ba\u015fkan\u0131 \u0130smail G\u00fclle, Roberto Bravo Y\u00f6netim Kurulu Ba\u015fkan\u0131 Mustafa Kamar, BMD Y\u00f6netim Kurulu Ba\u015fkan\u0131 Sinan \u00d6ncel, Sabah Gazetesi K\u00f6\u015fe Yazar\u0131 Kerem Alkin, Big Chefs\u2019in Kurucusu Gamze Cizreli, Modac\u0131 Hakan Akkaya\u2019n\u0131n yan\u0131 s\u0131ra i\u015f ve sanat d\u00fcnyas\u0131ndan isimler kat\u0131ld\u0131.<\/p>\n
Lansman\u0131n a\u00e7\u0131l\u0131\u015f konu\u015fmas\u0131n\u0131 ger\u00e7ekle\u015ftiren Roberto Bravo Y\u00f6netim Kurulu Ba\u015fkan\u0131 Mustafa Kamar, \u201cBu kitab\u0131n bana g\u00f6re en \u00f6nemli yan\u0131 \u00e7ok basit ve ba\u015fucu kitab\u0131 olmas\u0131d\u0131r. Bu kitap bana ilk anlat\u0131ld\u0131\u011f\u0131nda hemen hayata ge\u00e7irmemiz gerekti\u011fini d\u00fc\u015f\u00fcnd\u00fcm. \u0130\u015f d\u00fcnyas\u0131n\u0131 bir kitapta bulu\u015fturmak da ayr\u0131 bir yetenek\u201d dedi.<\/p>\n
Ki\u015fisel deneyimler ve \u00e7\u00f6z\u00fcmleri, re\u00e7eteleriyle Marka Ol E Mi? \u2018de<\/p>\n
Yazar \u00d6mer \u015eeng\u00fcler, kitab\u0131n\u0131n tan\u0131t\u0131m ve imza t\u00f6reninde yapt\u0131\u011f\u0131 de\u011ferlendirmede \u015funlar\u0131 dile getirdi:<\/p>\n
\u201cMarka Ol E Mi, okuyucular\u0131n pazarlama fark\u0131ndal\u0131klar\u0131n\u0131n artmas\u0131na ve kendi ki\u015fisel markalar\u0131n\u0131 olu\u015fturulmas\u0131na katk\u0131da bulunmak, ekonomik de\u011feri olan bir \u00fcr\u00fcn veya \u015firketin markala\u015ft\u0131rma s\u00fcrecine \u0131\u015f\u0131k tutmak, markan\u0131n de\u011ferini b\u00fcy\u00fcterek onu hayatta tutabilmek, \u00fclke ve kent markala\u015fmas\u0131nda uygulanmas\u0131 gereken y\u00f6ntemleri \u00f6\u011frenmek konular\u0131nda s\u0131k\u0131lmadan bilgi sahibi olmalar\u0131n\u0131 sa\u011flamak amac\u0131yla yaz\u0131ld\u0131. Kitapta kendi ki\u015fisel deneyimlerimi, adeta iki arkada\u015f sohbet eder gibi yal\u0131n bir dille yaz\u0131p konulara \u00f6zel g\u00f6rsellerle desteklemeyi tercih ettim. Her bir konu bitiminde de at\u0131lan ad\u0131mlar\u0131 adeta bir re\u00e7ete \u015feklinde vermeye \u00f6zen g\u00f6sterdim.\u201d<\/p>\n
\u201cGiri\u015fken olmayan, giri\u015fimci olamaz\u201d<\/p>\n
Pazarlama ve strateji uzman\u0131 Prof. Philip Kotler\u2019\u0131n \u201cD\u00fcnyada yakla\u015f\u0131k 8 milyar insan var. Bunun 500 milyonu pazarlama fark\u0131ndal\u0131\u011f\u0131na sahip, geri kalan 7,5 milyar insan da o 500 milyon insana hizmet ediyor \u201d s\u00f6z\u00fcne at\u0131fta bulunan \u015eeng\u00fcler, konu\u015fmas\u0131n\u0131n devam\u0131nda \u015fu ifadelere yer verdi:<\/p>\n
\u201cD\u00fcnyada pazarlama ve markala\u015fma fark\u0131ndal\u0131\u011f\u0131 artarsa, gelir da\u011f\u0131l\u0131m\u0131 da adil olacakt\u0131r. T\u00fcrkiye\u2019nin en b\u00fcy\u00fck sorunlar\u0131ndan biri markala\u015fma konusudur. \u0130hracattaki kilogram de\u011ferimiz 1,1 dolara kadar d\u00fc\u015ft\u00fc. Markalar\u0131m\u0131z olmad\u0131\u011f\u0131 i\u00e7in \u00e7ok kaliteli \u00fcr\u00fcnleri ucuza sat\u0131yoruz. Markay\u0131 \u00f6n plana koyan pazarlama oldu\u011fu i\u00e7in pazarlaman\u0131n sat\u0131\u015f ve reklam olmad\u0131\u011f\u0131n\u0131 kitab\u0131mda vurgulamak istedim. Herkesin anlayabilece\u011fi bir dilde, a\u011f\u0131r terimlerin olmad\u0131\u011f\u0131 bir kitap yazd\u0131m ve her b\u00f6l\u00fcm\u00fcn sonunda da re\u00e7eteler verdim. Kolay anla\u015f\u0131labilir, biraz d\u00fc\u015f\u00fcnd\u00fcren ve biraz g\u00fcld\u00fcren bir \u00fcslup kulland\u0131m. Ayr\u0131ca markala\u015fman\u0131n \u00f6n\u00fcndeki en b\u00fcy\u00fck engelin tutuculuk oldu\u011funu d\u00fc\u015f\u00fcn\u00fcyorum. Giri\u015fken olmayan giri\u015fimci olamaz. Bu nedenle gen\u00e7lere cesur olmalar\u0131n\u0131 tavsiye ediyorum.\u201d<\/p>\n
Northwestern \u00dcniversitesi Kellogg School of Management\u2019da \u00f6\u011fretim g\u00f6revlisi olan, Financial Times taraf\u0131ndan t\u00fcm zamanlar\u0131n 4. \u00f6nemli gurusu se\u00e7ilen ve Avrupa Y\u00f6neticilik Merkezi taraf\u0131ndan \u201cpazarlaman\u0131n stratejik uygulamas\u0131 konusunda d\u00fcnyan\u0131n en \u00f6nde uzman\u0131” olarak duyurulan Prof. Philip Kotler, kitab\u0131 tavsiye ederek sunu\u015f yaz\u0131s\u0131nda, \u201cMarka Ol E Mi? kitab\u0131n\u0131n, markala\u015fma ve pazarlama d\u00fcnyas\u0131yla tan\u0131\u015fmay\u0131 ama\u00e7layan veya markala\u015fma faaliyetlerini ilerletmek isteyen herkese b\u00fcy\u00fck katk\u0131 sa\u011flayaca\u011f\u0131na inan\u0131yorum,\u201d ifadelerini kullanm\u0131\u015ft\u0131r.<\/p>\n","protected":false},"excerpt":{"rendered":"
MARKA M\u0130MARI \u00d6MER \u015eENG\u00dcLER<\/p>\n","protected":false},"author":1,"featured_media":234018,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_jetpack_newsletter_access":"","_jetpack_dont_email_post_to_subs":false,"_jetpack_newsletter_tier_id":0,"_jetpack_memberships_contains_paywalled_content":false,"_jetpack_memberships_contains_paid_content":false,"footnotes":"","jetpack_publicize_message":"","jetpack_publicize_feature_enabled":true,"jetpack_social_post_already_shared":true,"jetpack_social_options":{"image_generator_settings":{"template":"highway","default_image_id":0,"font":"","enabled":false},"version":2},"jetpack_post_was_ever_published":false},"categories":[656],"tags":[126,125,6094,127,432,46107,43403,3997,10452,4854],"class_list":["post-234017","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-kultur-sanat","tag-araya","tag-bir","tag-dunyasi","tag-geldi","tag-is","tag-kitabinin","tag-lansmaninda","tag-marka","tag-mi","tag-sanat"],"jetpack_publicize_connections":[],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/www.tvturk.com\/wp-content\/uploads\/2019\/11\/is-ve-sanat-dunyasi-marka-ol-e-mi-kitabinin-lansmaninda-bir-araya-geldi_093c0ee.jpg?fit=1000%2C666","jetpack_sharing_enabled":true,"jetpack_shortlink":"https:\/\/wp.me\/paKIfm-YSt","_links":{"self":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/234017","targetHints":{"allow":["GET"]}}],"collection":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/comments?post=234017"}],"version-history":[{"count":0,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/posts\/234017\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media\/234018"}],"wp:attachment":[{"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/media?parent=234017"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/categories?post=234017"},{"taxonomy":"post_tag","embeddable":true,"href":"http:\/\/www.tvturk.com\/index.php\/wp-json\/wp\/v2\/tags?post=234017"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}