Sosyal ve Beşeri Bilimler Dergisi

Yazarlar: Sezin Baysal - İlhami Çağrı AKA

Konular:-

Anahtar Kelimeler:Happiness,Marketing of Happiness,Happy Brands,Happiness Based Marketing

Özet: Within the framework of the developing consumer needs, the boundries ofmarketing strategies advance as parallel to wants of age have been went through the changes.Raise in value of the consumer fact caused the brands to pay special attention to consumer requirements and in the form of to draw up the marketing strategies, within the framework of the needs in question. To be able to lay emphasis on in the interests of needs, for the intention to be able to satisfy today’s consumers those are a part of consumption culture at the different periods of the marketing phases, the brands that bring different values to the fore have attached importance to happiness fact. To this end, the brands, which place the happiness theme to the foundation of the marketing strategies, along with the fulfilment of the needs of products and services to consumers, to promise that would bring happiness. By touching on the usage of happiness theme, within the scope of working, as part of marketing communication strategies of brands, will be given place to happiness based marketing samples at the base of different brands

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