Bu ammaçla meydana getirilen bu çk?rm?z???mada, amac? bütünle?ik pazarlama ileti?imi (BP?) yakla??m? ve izlence?n? do?uran sebeplerin incelenmesi, terakki süreci ve firma performans?na tesirinin ortaya ç?zevcelmas? hedeflenmi?tir. Tez kapsam?nda önce BP?'yi olu?turan faktörlerin belirlenebilmesi ve ?irket ba?ar?m?n? ölçmeye yarayacak boyu

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