PAZARLAMA LİTERATÜRÜNE LOJİSTİK PERSPEKTİFİNDEN BİR BAKIŞ: LOJİSTİK HİZMET SAĞLAYICILAR VE ENDÜSTRİYEL PAZARLAMA

Year 2019, Volume: 8 Issue: 16, 76 - 92, 06.01.2020

Buket Özoğlu

Abstract

Son yıllarda önem
kazanan lojistik faaliyetleri dış kaynak kullanımı yoluyla uzman lojistik
hizmet sağlayıcılar aracılığıyla gerçekleştirmeyi tercih eden işletmelerin
sayısı her geçen gün artmaktadır. Bununla birlikte “lojistik hizmet sağlayıcı”
veya “lojistik sağlayıcı” olarak ifade edilen lojistik alanında uzman bu
firmaların, onlardan hizmet satın alan firmalarla arasında işletmeler arası iş
ilişkisi söz konusudur ki bu da endüstriyel pazarlama içerisinde
değerlendirilir. Bu çalışmada, 2009-2018 yılları arasında endüstriyel pazarlama
alanında lojistik hizmet sağlayıcılara yönelik yapılan araştırmalar yerli ve
yabancı akademik veri tabanlarında yer alan endüstriyel pazarlama alanındaki
dergilerde “lojistik hizmet sağlayıcı” ve “lojistik sağlayıcı” anahtar
kelimeleriyle taranarak incelenmiştir. Pazarlama literatüründe saptanabildiği
kadarıyla lojistik hizmet sağlayıcılarla ilgili araştırmaları pazarlama teorisi
temelinde endüstriyel pazarlama bakış açısıyla inceleyen bir çalışmanın
yapılmamış olması nedeniyle konuyu endüstriyel pazarlama özelinde incelemeyi
amaçlayan bu çalışmanın alana katkı sağlaması beklenmektedir. Gerçekleştirilen
taramalar sırasında konuyu endüstriyel pazarlama temelinde ele alan yeterli
çalışmaya ulaşılamaması dolayısıyla kapsam genişletilerek ilişkili olabilecek
çeşitli pazarlama dergileri de incelenmiştir. İncelenen
çalışmalar, yazar, başlık, yıl, yayınlanan dergi özellikleri açısından
değerlendirilmiştir.

Keywords

Lojistik hizmet sağlayıcı, Lojistik sağlayıcı, endüstriyel pazarlama, Elektronik veri tabanı, literatür incelemesi

THE MARKETING LITERATURE REVIEW FROM LOGISTICS PERSPECTIVE: THE LOGISTICS SERVICE PROVIDERS AND INDUSTRIAL MARKETING

Abstract

The importance of logistic
activities coming increasingly into prominence in recent years. Therefore, the
number of enterprises that choose to carry out these logistics activities by
outsourcing logistics services providers are increasing day by day. These firms
that are experts in logistics and called as “logistics service provider” or ‘logistics
provider” have business relationships with enterprises that buy services from
them. And, this relationship is considered in industrial marketing field. In
this study, it is aimed to examine the academic studies conducted about
logistics service providers in the field of industrial marketing in the years
between 2009 and 2018. For this purpose, academic studies in journals in the
field of industrial marketing with the keywords “logistics service provider”
and “logistics provider” from national and international academic databases
related to the subject were analyzed. As it can be seen in the Turkish literature that there is no study in the
field of marketing that classifies the researches related to the logistics
service providers on the basis of marketing theory, this study which aims to
examine the subject from the perspective of industrial marketing is expected to
contribute to the field. Due to the lack of studies addressing the issue in the
context of industrial marketing, various marketing journals that could be
related to were also analyzed by expanding the scope of the study The studies analyzed were
evaluated in terms of author, title, year, published journal characteristics.

Keywords

Logistics service provider, Logistics provider, Industrial marketing, Electronic database, Literature review

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