Son y\u0131llarda d\u00fcnya ekonomilerinin ge\u00e7irdi\u011fi de\u011fi\u015fim ve geli\u015fim s\u00fcreci, piyasalarda faaliyette bulunan \u0130\u015fletmelerin sekt\u00f6rel s\u0131n\u0131fland\u0131rmas\u0131n\u0131 da de\u011fi\u015ftirmi\u015ftir. Bu s\u0131n\u0131fland\u0131rman\u0131n bir u\u00e7 noktas\u0131nda bulunan yakla\u015f\u0131m, t\u00fcm sekt\u00f6rlerin temelde ‘hizmet sekt\u00f6r\u00fc1 oldu\u011fu g\u00f6r\u00fc\u015f\u00fcn\u00fc ortaya koyar. Bu g\u00f6r\u00fc\u015f\u00fcn temel dayana\u011f\u0131, ne \u00fcretirlerse \u00fcretsinler i\u015fletmelerin \u00f6zde ‘fayda’ \u00fcrettikleridir. Hizmet sekt\u00f6r\u00fc, genel ekonomi i\u00e7indeki pay\u0131 \u00fclkelerin geli\u015fmi\u015flik d\u00fczeylerine g\u00f6re de\u011fi\u015fmekte ise de \u00f6nemli bir a\u011f\u0131rl\u0131\u011fa sahiptir. Bu a\u011f\u0131rl\u0131kl\u0131 \u00f6nemin ‘Hizmet Pazarlamas\u0131’ a\u00e7\u0131s\u0131ndan da ele al\u0131nmas\u0131 gerekti\u011fi kanaati, kitab\u0131n kaleme al\u0131nmas\u0131n\u0131n nedeni olmu\u015ftur. Kitapta farkl\u0131 \u00f6zelliklere sahip olsalar da t\u00fcm hizmetler i\u00e7in en \u00d6nemli kavramlardan biri olan ‘kalite’, \u00f6zellikle incelenmi\u015ftir. Bununla beraber hizmet pazarlamas\u0131nda etkinli\u011fi artt\u0131rma yakla\u015f\u0131mlar\u0131na yer verilmi\u015ftir. Hizmet pazarlamas\u0131nda kalite konusunda son y\u0131llarda T\u00fcrkiye’de pek \u00e7ok ara\u015ft\u0131rma yap\u0131lm\u0131\u015ft\u0131r. Ancak konunun \u00f6nemi dikkate al\u0131nd\u0131\u011f\u0131nda az say\u0131da yay\u0131na rastlanm\u0131\u015ft\u0131r. Bu a\u00e7\u0131\u011f\u0131 giderebilmek amac\u0131yla, kitab\u0131n haz\u0131rlanmas\u0131nda konuyla ilgili ula\u015f\u0131labilen ulusal ve uluslar aras\u0131 yay\u0131nlardan yararlan\u0131lm\u0131\u015f ve pazarlama terminolojisine ba\u011fl\u0131 kal\u0131narak okuyucular\u0131n rahat\u00e7a anlayabilmelerine \u00e7al\u0131\u015f\u0131lm\u0131\u015ft\u0131r. <\/p>\n","protected":false},"excerpt":{"rendered":"
Son y\u0131llarda d\u00fcnya ekonomilerinin ge\u00e7irdi\u011fi de\u011fi\u015fim ve geli\u015fim s\u00fcreci, piyasalarda faaliyette bulunan \u0130\u015fletmelerin sekt\u00f6rel s\u0131n\u0131fland\u0131rmas\u0131n\u0131 da de\u011fi\u015ftirmi\u015ftir. Bu s\u0131n\u0131fland\u0131rman\u0131n bir u\u00e7 noktas\u0131nda bulunan yakla\u015f\u0131m, t\u00fcm sekt\u00f6rlerin [\u2026]<\/span><\/p>\n","protected":false},"featured_media":0,"template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0},"product_brand":[],"product_cat":[12573,12566],"product_tag":[],"class_list":{"0":"post-696245","1":"product","2":"type-product","3":"status-publish","5":"product_cat-akademik-kitaplar","6":"product_cat-egitim","7":"pa_cilt-ciltsiz","8":"pa_tur-kitap","9":"pa_yayinevi-gazi-kitabevi","10":"pa_yazar-husniye-ors","12":"first","13":"instock","14":"sale","15":"shipping-taxable","16":"purchasable","17":"product-type-simple"},"_links":{"self":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product\/696245","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product"}],"about":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/types\/product"}],"wp:attachment":[{"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/media?parent=696245"}],"wp:term":[{"taxonomy":"product_brand","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_brand?post=696245"},{"taxonomy":"product_cat","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_cat?post=696245"},{"taxonomy":"product_tag","embeddable":true,"href":"https:\/\/roveyayinevi.com.tr\/index.php\/wp-json\/wp\/v2\/product_tag?post=696245"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}