Ekosistem Pazarlama ile Adil ve Kapsayıcı Ekonomi Politik İnşa Edilebilir mi? Epigenetik Bir İnceleme ve Gelecek Yönelimleri

Year 2022, Volume: 17 Issue: 1, 127 - 145, 01.04.2022

Nurhan Papatya

https://doi.org/10.17153/oguiibf.994730

Abstract

Bu çalışmanın amacı ekosistem pazarlama ve adil ve kapsayıcı ekonomi politiği arasındaki ilişkiyi dünya piyasasının değişen dinamikleri bağlamı içerisinde incelemektir. Bu konuların her biri birbirinden bağımsız olarak ayrıntılı olarak yazılmış olsa da, iki alanı içeren sistem, tüm sistemlerde olduğu gibi, parçaların toplamından çok daha fazladır. Dolayısıyla bu ilişkiyi ortaya koyabilmek için makale oldukça yeni olan ekosistem pazarlama alanını anlamaya ve belirginleştirmeye yöneliktir. Önce mevcut koşulları gözlemleyerek, daha sonrada böylesine karmaşık görüngülerin bu haliyle görünmesi ve işlemesi için nelerin gerektiğini çıkarsamaya çalışır ve ardından da bütünsellik yaklaşımı temelinde ekosistem pazarlama bilgisinin bütünselliğini ortaya koyar. Böylece söz edilen adil ve kapsayıcı ekonomi politiği ile ekosistem pazarlama alanında ekonomiden siyaset bilimine ve sosyolojiden ahlaka kadar uzanabilecek transdisipliner bir saha keşfetme çabası hedeflenmektedir.

Keywords

Ekosistem pazarlama, küresel kapitalizm, kapitalizmin büyük sıfırlaması, dijital dönüşüm, adil ve kapsayıcı ekonomi politik.

Can a Fair and Inclusive Political Economy Be Built with Ecosystem Marketing? An Epigenetic Review and Future Trends

Abstract

This study aims to examine the relationship between ecosystem marketing and fair and inclusive political economy in the context of the changing dynamics of the world market. Although each of these topics has been written in detail separately from each other, the system that includes the two fields, is much more than the sum of its parts, as is the case with all systems. Therefore, to reveal this relationship, this article aims to understand and clarify the fairly and new field of ecosystem marketing. First, it tries to deduce what is required for such complex phenomena to appear and function as they do by observing the present conditions, and then it reveals the integrity of ecosystem marketing information based on the holistic approach. Thus, with the aforementioned fair and inclusive political economy, it is an effort to discover a transdisciplinary field that can extend from economics to political science and from sociology to ethics in the field of ecosystem marketing.

Keywords

Ecosystem marketing, global capitalism, , digital transformation, fair and inclusive political economy

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