Abstract:

Communication in institutions, influencing the target audience, developing the corporate image within the financial community, showing the corporate activities in the media, ensuring the understanding of the corporate problems, employees, distributors and the affected crowds, influencing the lawmakers and regulators in the decisions that influence the organization, creating the pride of being in the organization among community members and employees, developing the corporate image in the public, creating the corporate reputation and creating a change in attitude in the target audience. Marketing and public relations are two important elements of these dimensions. In this study, the institutions that operate in the Adana and Niğde Organized Industrial Area have defined these two conceptual perspectives and their status in the application. According to the data obtained, the organizations have defined marketing as a product or service offer. Public relations are depicted in the form of a more honest form of communication that provides more communication with the external environment and customers. In all institutions, marketing and public relations have been found to operate under the same roof. It is also established that public relations, product or service promotion, internal and external communication, problem management, customer satisfaction creation, confidence, image creation and the implementation of relations with the media play an important role. When the role of the marketing in the institution is remarked, it is seen that the institutions call the marketing as the institution’s locomotive. Again, marketing, market relationships and functions such as sales, sales and profitability, the organization’s outward reflection, the assurance of product and price balance have been attributed. In the majority of the institutions, it has been found that the people responsible for planning and conducting marketing communications operate according to the general manager.

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