Promotion strategies in the furniture sectory; The case of Gündoğdu Furniture company

Marketing mix is an important element in the public relation activities and are coming to the fore of companies' agenda. In this context, what is public relations and how it should be done is an issue that needs to be concentrated. Companies that do not know the content and applications of public relations well cannot perform a successful public relations policy. Therefore, in this study, the concepts and definitions of public relations are focused. Integrated Marketing Communication with the understanding of Public Relations The discipline of public relations usually used to be at the secondary importance in marketing communication activities for ages. Promotion stage of marketing mix was mostly advertising. PR, however, was only an extra promotion tool remembered when product publicity was needed. It was accepted that PR had been mostly responsible for corporate communications. Recently, PR has been used to establish long term relations with customer. With increase in needs for public relations, public relations for promotion was developed. During this time, the discipline of PR had a significant impact on the development of Integrated Marketing Communication (IMC) approach which means the management of all communication tools in a long-term harmony by meeting consumers at all contact points in accordance with one message and shared aims. In the first part of this thesis, the conceptual frame of marketing communication and the development of IMC approach are summarized and customer relations in public relationship, press, and social media which is developed in recent years as communication network and other aspects of promotion in marketing. In the second part, qualitative data collection method and marketing work are investigated. Keywords: Marketing, Marketing Management, Public Relations, İntegrated Marketing Communication (IMC), Marketing Public Relations (MPR), Public Relations Campaign.