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Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme

Year 2019, Volume: 10 Issue: 1, 128 - 139, 25.03.2019

Murat Ödemiş Azize Hassan

Abstract

Yakın dönemde önemi daha iyi anlaşılmaya
başlayan pazarlama, felsefi ve teorik açıdan gelişimini sürdürmektedir. Bilim
olup olmadığı tartışmalarıyla başlayan pazarlamanın felsefi ve teorik gelişimi,
içinde bulunduğu dönemin rekabet şartlarından ve diğer koşullarından
etkilenerek günümüze kadar devam etmiştir. Bu çalışmada, pazarlama
felsefelerinin tarihsel gelişimi yazarların görüşleri doğrultusunda
incelenmiştir. Yapılan incelemelere dayanılarak; yazarların dönemsel olarak pazarlama
felsefelerine ilişkin olarak farklı görüşler sunup sunmadıkları, pazarlamanın
felsefi ve teorik açıdan ne derece gelişme kaydettiği ortaya konmaya
çalışılmıştır. Çalışmanın sonuçlarına göre, pazarlama literatüründe
pazarlamanın felsefi ve teorik gelişimi açısından benzer görüşlerin yanında,
çok farklı görüşlerin de ileri sürüldüğü belirlenmiştir. Ayrıca pazarlama
felsefelerinin tarihsel açıdan, genel olarak müşteri odaklılık öncesi dönem ve
müşteri odaklılık dönemi olmak üzere iki farklı döneme ayrıldığı söylenebilir.

Keywords

Pazarlama Felsefeleri Pazarlama Teorileri

References

  • Alabay, M. N. (2010), “Geleneksel Pazarlamadan Yeni Pazarlama Yaklaşımlarına Geçiş Süreci”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15 (2), s.213-235.
  • Alderson, W. ve Cox, R. (1948), “Towards a Theory of Marketing”, Journal of Marketing, 13 (2), s.137-152.
  • Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2016), Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi, İstanbul.
  • Anderson, P. F. (1983), “Marketing, Scientific Progress, and Scientific Method”, Journal of Marketing, 47(4), 18-31.
  • Arndt, J. (1985), “On Making Marketing Science More Scientific Role of Orientations, Paradigms, Metaphors, and Puzzle Solving”, Journal of Marketing, 49 (3), s.11-23.
  • Avlonitis, G. J. ve Gounaris, S. P. (1999), “Marketing Orientation and Its Determinants: an Empirical Analysis”, European Journal of Marketing, 33 (11/12), s.1003-1037.
  • Babacan, M. ve Onat, F. (2002), “Postmodern Pazarlama Perspektifi”, Ege Akademik Bakış Dergisi, 2 (1), s.11-19.
  • Bagozzi, R. P. (1984), “A Prospectus for Theory Construction in Marketing”, Journal of Marketing, 48, s.11-29.
  • Kotler, P. ve Keller, K. L. (2006), Marketing Management, Pearson Education International, New Jersey.
  • Barksdale, H. C. ve Darden, B. (1971), ‘“Marketers’ Attitudes Toward the Marketing Concept”, Journal of Marketing, 35 (4), s.29-36.
  • Bartels, R. (1951), “Can Marketing Be a Science?”, Journal of Marketing, 15 (3), s.319-328.
  • Bartels, R. (1968), “The General Theory of Marketing”, Journal of Marketing, 32 (1), s.29-33.
  • Baumol, W. J. (1957), “On the Role of Marketing Theory”, Journal of Marketing, 21 (4), s.413-418.
  • Bell, M. L. ve Emory, C. W. (1971), “The Faltering Marketing Concept”, Journal of Marketing, 35 (4), s.37-42.
  • Berry, L. L., Hensel, J. S. ve Burke, M. C. (1976), “Improving Retailer Capability for Effective Consumerism Response”, Journal of Retailing, 52 (3), s.3-14.
  • Buzzell, R. D. (1963), “Is Marketing a Science?”, Harvard Business Review, 41 (January-February), 32.
  • Chaston, I. (1998), “Evolving “New Marketing” Philosophies by Merging Existing Concepts: Application of Process Within Small High-Technology Firms”, Journal of Marketing Management, 14 (4), s.273-291.
  • Day, G. S. ve Wensley, R. (1983), “Marketing Theory With a Strategic Orientation”, Journal of Marketing, 47 (4), s.79-89.
  • Doyle, P. ve Stern, P. (2006), Marketing Management and Strategy, Pearson Prentice Limited, London.
  • Easton, G. (2002), “Marketing: A Critical Realist Approach”, Journal of Business Research, 55 (2), s.103-109.
  • El-Ansary, A. I. (1974), “Societal Marketing: a Strategic View of the Marketing Mix in the 1970’s”, Journal of the Academy of Marketing Science, 2 (4), s.553-566.
  • El-Ansary, A. I. (2005), “Relationship Marketing Management: A School in the History of Marketing Thought”, Journal of Relationship Marketing, 4 (1-2), s.43-56.
  • Hunt, S. D. (1990), “Truth in Marketing Theory and Research”, The Journal of Marketing, 54 (3), s.1-15.
  • Fullerton, R. A. (1988), “How Modern is Modern Marketing? Marketing’s Evolution and Myth of the “Production Era””, Journal of Marketing, 52(1), 108-125.
  • Gray, B., Matear, S., Boshoff, C. ve Matheson, P. (1998), “Developing a Better Measure of Market Orientation”, European Journal of Marketing, 32 (9/10), s.884-903.
  • Grönroos, C. (1991), “The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s”, Management Decision, 29 (1), s.7-13.
  • Grundey, D. (2010), “The Marketing Philosophy and Challenges for the New Millennium”, Scientific Bulletin-Economic Sciences, 9 (15), s.169-180.
  • Gummesson, E. (1987), “The New Marketing-Developing Long-Term Interactive Relationship”, Long Range Planning, 20 (4), s.10-20.
  • Hooley, G. J., Lynch, J. E. ve Stepherd, J. (1990), “The Marketing Concept: Putting The Theory into Practice”, European Journal of Marketing, 24 (9), s.7-24.
  • Hunt, S. D. (1983), Marketing Theory: The Philosophy of Marketing Science, Irwin, Inc.
  • Hunt, S. D. (2002), Foundations of Marketing Theory: Toward a General Theory of Marketing, ME Sharpe, NY.
  • Hunt, S. D. (2014), Marketing Theory: Foundations, Controversy, Strategy, and Resource-Advantage Theory, Routledge, Newyork.
  • Hunt, S. D. (2016), Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity, Routledge, Newyork.
  • İslamoğlu, H. (2012), Temel Pazarlama Bilgisi, Beta Yayınevi, İstanbul.
  • Jones, D. G. B. ve Richardson, A. J. (2007), “The Myth of the Marketing Revolution”, Journal of Macromarketing, 27 (1), s.15-24.
  • Keelson, S. A. (2012), “The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically Same Destination!”, Online Journal of Social Sciences Research, 1 (2), s.35-41.
  • Keith, R. J. (1960), “The Marketing Revolution”, Journal of Marketing, 24 (3), s.35-38.
  • Kirkpatrick, J. (1982), “Theory and History in Marketing”, Managerial and Decision Economics, 4 (1), s.44-49.
  • Koç, E. (2016), Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım, Seçkin Yayıncılık, Ankara.
  • Kohli, A. K. ve Jaworski, B. J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54 (2), s.1-18.
  • Kotler, P. (2007), Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri, (Çev. Ü. Şensoy), Optimist Yayınları, İstanbul.
  • Kotler, P. ve Armstrong, G. (2012), Principles of Marketing, Pearson Prentice Hall, New Jersey.
  • Kotler, P. ve Keller, K. L. (2016), Marketing Management, Pearson Education International, Harlow.
  • Kotler, P., Kartajaya, H. ve Setiawan, I. (2017), Pazarlama 4.0: Gelenekselden Dijitale Geçiş, (Çev. N. Özata). Optimist Yayınları, İstanbul.
  • Kotler, P., Keller, K. L., Brady M., Goodman, M. ve Hansen, T. (2009), Marketing Management, Pearson Education International, Harlow.
  • Lusch, R. F. (2007), “Marketing’s Evolving Identity: Defining Our Future”, Journal of Public Policy and Marketing, 26 (2), s.261-268.
  • Lusch, R. F. ve Webster, F. E. (2011), “A Stakeholder-Unifying, Cocreation Philosophy for Marketing”, Journal of Macromarketing, 31 (2), s.129-134.
  • Morgan, R. E. (1996), “Conceptual Foundations of Marketing and Marketing Theory”, Management Decision, 34 (10), s.19-26.
  • Odabaşı, Y. (2014), Postmodern Pazarlama, MediaCat Kitapları, İstanbul, s.69-102.
  • Peter, J. P. ve Olson, J. C. (1983), “Is Science Marketing?”, Journal of Marketing, 47 (4), s.111-125.
  • Taylor, W. J. (1965), “Is Marketing a Science?”, Journal of Marketing, 29, s.49-53.
  • Uygur, S. Meydan. (2017), Örnek Olaylarla Turizm Pazarlaması, Detay Yayıncılık, Ankara.
  • Wilkie, W. L. ve Moore, E. S. (2003), “Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development”, Journal of Public Policy and Marketing, 22 (2), s.116-146.

An Investigation on Historical Development of Marketing Philosophies

Year 2019, Volume: 10 Issue: 1, 128 - 139, 25.03.2019

Murat Ödemiş Azize Hassan

Abstract

Marketing, which started to be understood better the
importance recently, sustains its
philosophical and theoretical development. The philosophical and theoretical development of marketing,
which began with the discussion of whether it is science or not, has continued
until today, influenced by the competitive conditions and other conditions of
the period. In this
study, the historical development of marketing philosophies is examined
according to the opinions of the authors.
Based on reviews; it has been tried to determine whether the authors
present different opinions about marketing philosophies, and how far the
marketing has progressed in terms of philosophical and theoretical. According to the results of the
study, it is determined that there are both similar and very different opinions
in terms of philosophical and theoretical development of marketing in the
marketing literature. In addition, it can be said
that marketing philosophies have historically been divided into two different
periods: the pre-period of customer orientation and the period of customer
orientation

References

  • Alabay, M. N. (2010), “Geleneksel Pazarlamadan Yeni Pazarlama Yaklaşımlarına Geçiş Süreci”, Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15 (2), s.213-235.
  • Alderson, W. ve Cox, R. (1948), “Towards a Theory of Marketing”, Journal of Marketing, 13 (2), s.137-152.
  • Altunışık, R., Özdemir, Ş. ve Torlak, Ö. (2016), Pazarlama İlkeleri ve Yönetimi, Beta Yayınevi, İstanbul.
  • Anderson, P. F. (1983), “Marketing, Scientific Progress, and Scientific Method”, Journal of Marketing, 47(4), 18-31.
  • Arndt, J. (1985), “On Making Marketing Science More Scientific Role of Orientations, Paradigms, Metaphors, and Puzzle Solving”, Journal of Marketing, 49 (3), s.11-23.
  • Avlonitis, G. J. ve Gounaris, S. P. (1999), “Marketing Orientation and Its Determinants: an Empirical Analysis”, European Journal of Marketing, 33 (11/12), s.1003-1037.
  • Babacan, M. ve Onat, F. (2002), “Postmodern Pazarlama Perspektifi”, Ege Akademik Bakış Dergisi, 2 (1), s.11-19.
  • Bagozzi, R. P. (1984), “A Prospectus for Theory Construction in Marketing”, Journal of Marketing, 48, s.11-29.
  • Kotler, P. ve Keller, K. L. (2006), Marketing Management, Pearson Education International, New Jersey.
  • Barksdale, H. C. ve Darden, B. (1971), ‘“Marketers’ Attitudes Toward the Marketing Concept”, Journal of Marketing, 35 (4), s.29-36.
  • Bartels, R. (1951), “Can Marketing Be a Science?”, Journal of Marketing, 15 (3), s.319-328.
  • Bartels, R. (1968), “The General Theory of Marketing”, Journal of Marketing, 32 (1), s.29-33.
  • Baumol, W. J. (1957), “On the Role of Marketing Theory”, Journal of Marketing, 21 (4), s.413-418.
  • Bell, M. L. ve Emory, C. W. (1971), “The Faltering Marketing Concept”, Journal of Marketing, 35 (4), s.37-42.
  • Berry, L. L., Hensel, J. S. ve Burke, M. C. (1976), “Improving Retailer Capability for Effective Consumerism Response”, Journal of Retailing, 52 (3), s.3-14.
  • Buzzell, R. D. (1963), “Is Marketing a Science?”, Harvard Business Review, 41 (January-February), 32.
  • Chaston, I. (1998), “Evolving “New Marketing” Philosophies by Merging Existing Concepts: Application of Process Within Small High-Technology Firms”, Journal of Marketing Management, 14 (4), s.273-291.
  • Day, G. S. ve Wensley, R. (1983), “Marketing Theory With a Strategic Orientation”, Journal of Marketing, 47 (4), s.79-89.
  • Doyle, P. ve Stern, P. (2006), Marketing Management and Strategy, Pearson Prentice Limited, London.
  • Easton, G. (2002), “Marketing: A Critical Realist Approach”, Journal of Business Research, 55 (2), s.103-109.
  • El-Ansary, A. I. (1974), “Societal Marketing: a Strategic View of the Marketing Mix in the 1970’s”, Journal of the Academy of Marketing Science, 2 (4), s.553-566.
  • El-Ansary, A. I. (2005), “Relationship Marketing Management: A School in the History of Marketing Thought”, Journal of Relationship Marketing, 4 (1-2), s.43-56.
  • Hunt, S. D. (1990), “Truth in Marketing Theory and Research”, The Journal of Marketing, 54 (3), s.1-15.
  • Fullerton, R. A. (1988), “How Modern is Modern Marketing? Marketing’s Evolution and Myth of the “Production Era””, Journal of Marketing, 52(1), 108-125.
  • Gray, B., Matear, S., Boshoff, C. ve Matheson, P. (1998), “Developing a Better Measure of Market Orientation”, European Journal of Marketing, 32 (9/10), s.884-903.
  • Grönroos, C. (1991), “The Marketing Strategy Continuum: Towards a Marketing Concept for the 1990s”, Management Decision, 29 (1), s.7-13.
  • Grundey, D. (2010), “The Marketing Philosophy and Challenges for the New Millennium”, Scientific Bulletin-Economic Sciences, 9 (15), s.169-180.
  • Gummesson, E. (1987), “The New Marketing-Developing Long-Term Interactive Relationship”, Long Range Planning, 20 (4), s.10-20.
  • Hooley, G. J., Lynch, J. E. ve Stepherd, J. (1990), “The Marketing Concept: Putting The Theory into Practice”, European Journal of Marketing, 24 (9), s.7-24.
  • Hunt, S. D. (1983), Marketing Theory: The Philosophy of Marketing Science, Irwin, Inc.
  • Hunt, S. D. (2002), Foundations of Marketing Theory: Toward a General Theory of Marketing, ME Sharpe, NY.
  • Hunt, S. D. (2014), Marketing Theory: Foundations, Controversy, Strategy, and Resource-Advantage Theory, Routledge, Newyork.
  • Hunt, S. D. (2016), Controversy in Marketing Theory: For Reason, Realism, Truth and Objectivity, Routledge, Newyork.
  • İslamoğlu, H. (2012), Temel Pazarlama Bilgisi, Beta Yayınevi, İstanbul.
  • Jones, D. G. B. ve Richardson, A. J. (2007), “The Myth of the Marketing Revolution”, Journal of Macromarketing, 27 (1), s.15-24.
  • Keelson, S. A. (2012), “The Evolution of the Marketing Concepts: Theoretically Different Roads Leading to Practically Same Destination!”, Online Journal of Social Sciences Research, 1 (2), s.35-41.
  • Keith, R. J. (1960), “The Marketing Revolution”, Journal of Marketing, 24 (3), s.35-38.
  • Kirkpatrick, J. (1982), “Theory and History in Marketing”, Managerial and Decision Economics, 4 (1), s.44-49.
  • Koç, E. (2016), Tüketici Davranışı ve Pazarlama Stratejileri: Global ve Yerel Yaklaşım, Seçkin Yayıncılık, Ankara.
  • Kohli, A. K. ve Jaworski, B. J. (1990), “Market Orientation: The Construct, Research Propositions, and Managerial Implications”, Journal of Marketing, 54 (2), s.1-18.
  • Kotler, P. (2007), Soru ve Cevaplarla Günümüzde Pazarlamanın Temelleri, (Çev. Ü. Şensoy), Optimist Yayınları, İstanbul.
  • Kotler, P. ve Armstrong, G. (2012), Principles of Marketing, Pearson Prentice Hall, New Jersey.
  • Kotler, P. ve Keller, K. L. (2016), Marketing Management, Pearson Education International, Harlow.
  • Kotler, P., Kartajaya, H. ve Setiawan, I. (2017), Pazarlama 4.0: Gelenekselden Dijitale Geçiş, (Çev. N. Özata). Optimist Yayınları, İstanbul.
  • Kotler, P., Keller, K. L., Brady M., Goodman, M. ve Hansen, T. (2009), Marketing Management, Pearson Education International, Harlow.
  • Lusch, R. F. (2007), “Marketing’s Evolving Identity: Defining Our Future”, Journal of Public Policy and Marketing, 26 (2), s.261-268.
  • Lusch, R. F. ve Webster, F. E. (2011), “A Stakeholder-Unifying, Cocreation Philosophy for Marketing”, Journal of Macromarketing, 31 (2), s.129-134.
  • Morgan, R. E. (1996), “Conceptual Foundations of Marketing and Marketing Theory”, Management Decision, 34 (10), s.19-26.
  • Odabaşı, Y. (2014), Postmodern Pazarlama, MediaCat Kitapları, İstanbul, s.69-102.
  • Peter, J. P. ve Olson, J. C. (1983), “Is Science Marketing?”, Journal of Marketing, 47 (4), s.111-125.
  • Taylor, W. J. (1965), “Is Marketing a Science?”, Journal of Marketing, 29, s.49-53.
  • Uygur, S. Meydan. (2017), Örnek Olaylarla Turizm Pazarlaması, Detay Yayıncılık, Ankara.
  • Wilkie, W. L. ve Moore, E. S. (2003), “Scholarly Research in Marketing: Exploring the “4 Eras” of Thought Development”, Journal of Public Policy and Marketing, 22 (2), s.116-146.
There are 53 citations in total.

Details

Primary Language Turkish
Journal Section Articles
Authors

Murat Ödemiş 0000-0003-0146-9129

Azize Hassan This is me

Publication Date March 25, 2019
Submission Date October 4, 2018
Published in Issue Year 2019 Volume: 10 Issue: 1

Cite

APA Ödemiş, M., & Hassan, A. (2019). Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme. Gümüşhane Üniversitesi Sosyal Bilimler Dergisi, 10(1), 128-139.
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