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Between the Urban and the Natural: Green Marketing of Istanbul’s Gated Community Projects

Yıl 2017, Cilt: 8 Sayı: 22, 396 - 422, 31.05.2017

Öz

The increasing concern towards environmental issues across the globe led to the production and the marketing of goods with ecological features or connotations. In this regard, green marketing emerged as an effort, which promotes environmental consciousness in the consumption of nature-friendly commodities and the pursuit of greener lifestyles. On the other hand, neoliberal ideology of urbanism has been considered as a phenomenon, which performs destructive effects on nature. As one of the significant sites of this neoliberal logic, gated communities occupy a significant position in the housing market, promoting lifestyles with security, prestige and happiness. Based on a research of branded gated communities constructed in Istanbul in recent years, this article points out that green marketing serves as an important effort for the promotion of gated communities. As a brand identity element, the emphasis on green provides a distinctive status to these gated communities and differentiate them from other projects. Furthermore, green marketing discourses also reveal new ways by which green-gated communities offer an anti-city lifestyle by providing green alternatives, but not an anti-urban one since they continue their ties with the urban life. With the analysis of 19 different green-gated communities constructed in Istanbul recently, this article aims to point out the ways in which green marketing narratives communicate the brand promises of gated communities and serve as a strategy for neoliberal urbanism to expand its market with the green discourse. 

Kaynakça

  • Aaker, D. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. (1996). Measuring brand equity across products and markets. California Management Reviev, 38(3). 102-120.
  • Akgün, A. A., & Baycan, T. (2012). Gated communities in Istanbul: the new walls of the city. The Town Planning Review, 83(1). 87-109.
  • Bali, R. (2002). Tarz-ı hayat'tan life style'a yeni seçkinler: yeni mekanlar, yeni yaşamlar. Istanbul: İletişim Yayınları.
  • Blackett, T. (2003). What is a brand? In R. Clifton, & J. Simmons (Eds.), Brands and Branding (pp. 13-26). Londra: Profile Books.
  • Blakely, E. J., & Snyder, M. G. (1997). Fortress America: Gated communities in the United States. Washington, D.C.: Brookings Institution Press.
  • Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. London & New York: Routledge.
  • Brenner, N., & Theodore, N. (2002). Spaces of neoliberalism: Urban restructuring in Western Europe and North America. Oxford, Boston: Blackwell.
  • Candan, A. B., & Kolluoğlu, B. (2008). Emerging spaces of neoliberalism-a gated town and a public housing project in Istanbul. New Perspectives on Turkey. 39, 5-46.
  • Danış, D., & Perouse, J. F. (2005). Zenginligin mekanda yeni yansimalari: Istanbul'da güvenlikli siteler. Toplum ve Bilim. 104, 92-123.
  • Davis, M. (1992). City of Quartz: Excavating the future of Los Angeles. New York: Vintage Books.
  • Davis, M. (2006). Planet of slums. London: Verso.
  • Finkel, I., & Ersoy, E. (2016, 25 April). Danger signs in the World's top housing market. Bloomberg. Retrieved from https://www.bloomberg.com/news/articles/2016-04 25/danger-signs-in-world-s-top-housing-market-as-developers-falter at 30.01.2017.
  • Gökçe, Ö., & Çamlıbel, M. E. (2016). Turkish real estate market. The association of real estate and real estate investment companies (GYODER). Retrieved from http://www.gyoder.org.tr/img/mc-content/20160304174613_27832016-marchturkish-real-estate-sector-report-2mart-10-00.pdf at 30.01.2017.
  • Gökmen, L. (2016, 1 July). Konutta proje ligi. Ekonomist. Retrieved from http://www.ekonomist.com.tr/kapak-konusu/konutta-proje-ligi.html at 30.01.2017.
  • Genis, S. (2007). Producing elite localities: The rise of gated communities in Istanbul. Urban Studies. 44(4), 771-798.
  • Goldman, R., & Papson, S. (1996). Sign wars: The cluttered landscape of advertising. London: Guilford.
  • Hackworth, J. (2007). The neoliberal city: Governance, ideology, and development in American urbanism. Ithaca: Cornell University Press.
  • Kilbourne, W. E. (1998). Green marketing: A theoretical perspective. Journal of Marketing Management, 14(6), 641-655.
  • Kotler, P., & Pfoertsch, W. (2006). B2B Brand management. Berlin: Springer.
  • Kurtuluş, H. (2011). Gated communities as a representation of new upper and middle classes in Istanbul. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 44, 49-65.
  • Kurtuluş, H. (2016). İstanbul'da kentsel ayrışma: mekansal dönüşümde farklı boyutlar. İstanbul: Bağlam Yayıncılık.
  • Low, S. M. (2003). Behind the gates: Life, security, and the pursuit of happiness in fortress America. New York: Routledge.
  • Merilainen, S., Moisander, J. & Pesonen, S. (2000). The masculine mindset of environmental management and green marketing. Business Strategy and the Environment, 9, 151-162.
  • Ottman, J. (1998). Green marketing: Opportunity for Innovation. Lincolnwood: NTC– Contemporary.
  • Öncü, A. (1997). The myth of the "Ideal Home" Travels across cultural borders to Istanbul. In A. Öncü & P. Weyland (Eds.). Space Culture and Power: New Identities and Globalizing Cities (pp. 56-72). London: Zed Books.
  • Peattie, K. (1992). Green Marketing. London: Pitman.
  • Prothero, A., & Fitchett, J. A. (2000). Greening capitalism: Opportunities for a green commodity. Journal of Macromarketing, 20(1), 46-55.
  • Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. New York: McGrawHill.
  • Roitman, S. (2010). Gated communities: definitions, causes and consequences. Urban Design and Planning, 163(1), 31-38.
  • Shrivastava, P. (1994). CASTRATED environment: Greening organizational studies. Organization Studies, 15(5), 705-726.
  • Shrivastava, P. (1995). Ecocentric management for a risk society. Academy of Management Review, 20(1), 118-137.
  • Walker, R. H., & Hanson, D. J. (1998). Green marketing and green places: A taxonomy for the destination marketer. Journal of Marketing Management, 14(6), 623-639.
  • Wymer, W. & Polonsky, M. J. (2015). The limitations and potentialities of green marketing. Journal of Nonprofit & Public Sector Marketing, 27(3), 239-262.

Kentsel ile Doğal Arasında: İstanbul’da Kapalı Site Projelerinin Yeşil Pazarlaması

Yıl 2017, Cilt: 8 Sayı: 22, 396 - 422, 31.05.2017

Öz

İçinde bulunduğumuz çağda çevresel problemlere yönelik farkındalık küresel ölçekte ivme kazanırken, bu durum ürünlerin ekolojik niteliklerini ön plana çıkaracak şekilde pazarlanması sonucunu beraberinde getirmiştir. Bu bağlamda yeşil pazarlama, daha yeşil yaşam tarzlarının tercihi ve doğa dostu ürünlerin tüketimi noktasında çevresel bir duyarlılığı ön plana çıkarmıştır. Diğer yandan, kentleşmenin neoliberal ideolojisi, doğa üzerinde yıkıcı etkilere neden olan bir olgu olarak değerlendirilmiştir. Söz konusu neoliberal mantığın önemli bir uygulama alanı olan kapalı siteler (gated communities), konut pazarının önemli bir bileşenini oluşturmakta ve güvenlik, prestij ve mutluluk gibi duygular üzerinden yeni yaşam tarzlarını vaat etmektedir. İstanbul’da son yıllarda inşa edilen markalı kapalı siteleri inceleyen bu çalışma, yeşil pazarlamanın kapalı sitelerin tanıtımında önemli bir araç olarak işlev gördüğünü ortaya koymaktadır. Bir marka kimliği unsuru olarak yeşil vaadinin, inşa edilen kapalı sitelere ayrıcalıklı bir statü sağladığı ve bu siteleri diğerlerinden ayırt edici bir noktada konumlandırdığı gözlenmektedir. Ayrıca, yeşil pazarlamanın söylemi, kapalı sitelerin, kentin kaotik ve bireyi insanlığından uzaklaştıran olumsuz etkilerine karşı kendilerini konumlandırma biçimlerini de ortaya çıkarmakta, bu açıdan kente bir alternatif sunmaktadır. Bununla birlikte kapalı sitelerin kentsel alan ile olan bağlantısını vurgulayan yeşil pazarlama söylemi, kentsel alanın gereksinimlerinden kopmadan bir anti-kent hayatı deneyimi önermektedir. İstanbul’da son yıllarda inşa edilen 19 farklı yeşil kapalı site projesinin incelemesiyle bu çalışma, yeşil pazarlama anlatılarının kapalı sitelerin marka vaatlerini iletme biçimlerini çözümlerken; bu anlatıların, kapalı sitelerin kentsel ile doğal arasında dönüşen sınırlar ekseninde kendilerini anlamlandırma biçimlerini ortaya çıkarmayı hedeflemektedir. 

 

Kaynakça

  • Aaker, D. (1991). Managing brand equity. New York: The Free Press.
  • Aaker, D. (1996). Measuring brand equity across products and markets. California Management Reviev, 38(3). 102-120.
  • Akgün, A. A., & Baycan, T. (2012). Gated communities in Istanbul: the new walls of the city. The Town Planning Review, 83(1). 87-109.
  • Bali, R. (2002). Tarz-ı hayat'tan life style'a yeni seçkinler: yeni mekanlar, yeni yaşamlar. Istanbul: İletişim Yayınları.
  • Blackett, T. (2003). What is a brand? In R. Clifton, & J. Simmons (Eds.), Brands and Branding (pp. 13-26). Londra: Profile Books.
  • Blakely, E. J., & Snyder, M. G. (1997). Fortress America: Gated communities in the United States. Washington, D.C.: Brookings Institution Press.
  • Bourdieu, P. (1984). Distinction: A social critique of the judgement of taste. London & New York: Routledge.
  • Brenner, N., & Theodore, N. (2002). Spaces of neoliberalism: Urban restructuring in Western Europe and North America. Oxford, Boston: Blackwell.
  • Candan, A. B., & Kolluoğlu, B. (2008). Emerging spaces of neoliberalism-a gated town and a public housing project in Istanbul. New Perspectives on Turkey. 39, 5-46.
  • Danış, D., & Perouse, J. F. (2005). Zenginligin mekanda yeni yansimalari: Istanbul'da güvenlikli siteler. Toplum ve Bilim. 104, 92-123.
  • Davis, M. (1992). City of Quartz: Excavating the future of Los Angeles. New York: Vintage Books.
  • Davis, M. (2006). Planet of slums. London: Verso.
  • Finkel, I., & Ersoy, E. (2016, 25 April). Danger signs in the World's top housing market. Bloomberg. Retrieved from https://www.bloomberg.com/news/articles/2016-04 25/danger-signs-in-world-s-top-housing-market-as-developers-falter at 30.01.2017.
  • Gökçe, Ö., & Çamlıbel, M. E. (2016). Turkish real estate market. The association of real estate and real estate investment companies (GYODER). Retrieved from http://www.gyoder.org.tr/img/mc-content/20160304174613_27832016-marchturkish-real-estate-sector-report-2mart-10-00.pdf at 30.01.2017.
  • Gökmen, L. (2016, 1 July). Konutta proje ligi. Ekonomist. Retrieved from http://www.ekonomist.com.tr/kapak-konusu/konutta-proje-ligi.html at 30.01.2017.
  • Genis, S. (2007). Producing elite localities: The rise of gated communities in Istanbul. Urban Studies. 44(4), 771-798.
  • Goldman, R., & Papson, S. (1996). Sign wars: The cluttered landscape of advertising. London: Guilford.
  • Hackworth, J. (2007). The neoliberal city: Governance, ideology, and development in American urbanism. Ithaca: Cornell University Press.
  • Kilbourne, W. E. (1998). Green marketing: A theoretical perspective. Journal of Marketing Management, 14(6), 641-655.
  • Kotler, P., & Pfoertsch, W. (2006). B2B Brand management. Berlin: Springer.
  • Kurtuluş, H. (2011). Gated communities as a representation of new upper and middle classes in Istanbul. İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi, 44, 49-65.
  • Kurtuluş, H. (2016). İstanbul'da kentsel ayrışma: mekansal dönüşümde farklı boyutlar. İstanbul: Bağlam Yayıncılık.
  • Low, S. M. (2003). Behind the gates: Life, security, and the pursuit of happiness in fortress America. New York: Routledge.
  • Merilainen, S., Moisander, J. & Pesonen, S. (2000). The masculine mindset of environmental management and green marketing. Business Strategy and the Environment, 9, 151-162.
  • Ottman, J. (1998). Green marketing: Opportunity for Innovation. Lincolnwood: NTC– Contemporary.
  • Öncü, A. (1997). The myth of the "Ideal Home" Travels across cultural borders to Istanbul. In A. Öncü & P. Weyland (Eds.). Space Culture and Power: New Identities and Globalizing Cities (pp. 56-72). London: Zed Books.
  • Peattie, K. (1992). Green Marketing. London: Pitman.
  • Prothero, A., & Fitchett, J. A. (2000). Greening capitalism: Opportunities for a green commodity. Journal of Macromarketing, 20(1), 46-55.
  • Ries, A., & Trout, J. (2001). Positioning: The battle for your mind. New York: McGrawHill.
  • Roitman, S. (2010). Gated communities: definitions, causes and consequences. Urban Design and Planning, 163(1), 31-38.
  • Shrivastava, P. (1994). CASTRATED environment: Greening organizational studies. Organization Studies, 15(5), 705-726.
  • Shrivastava, P. (1995). Ecocentric management for a risk society. Academy of Management Review, 20(1), 118-137.
  • Walker, R. H., & Hanson, D. J. (1998). Green marketing and green places: A taxonomy for the destination marketer. Journal of Marketing Management, 14(6), 623-639.
  • Wymer, W. & Polonsky, M. J. (2015). The limitations and potentialities of green marketing. Journal of Nonprofit & Public Sector Marketing, 27(3), 239-262.
Toplam 34 adet kaynakça vardır.

Ayrıntılar

Birincil Dil İngilizce
Bölüm Makaleler
Yazarlar

Alparslan Nas

Yayımlanma Tarihi 31 Mayıs 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 8 Sayı: 22

Kaynak Göster

APA Nas, A. (2017). Between the Urban and the Natural: Green Marketing of Istanbul’s Gated Community Projects. İDEALKENT, 8(22), 396-422.