Pazarlama Faaliyetlerinin İzlerini Eski Asur Ticaretinde Aramak: Kültepe Tabletlerine İlişkin Yazın Üzerinden Bir Yeniden Okuma

Year 2022, Volume: 15 Issue: 1, 245 - 270, 31.01.2022

Mehmet Ali Geniş

Abstract

Bu çalışmanın amacı, Eski Asur Ticaret Dönemi’nde (M.Ö. 1930-1700) Pazarlama Tarih (PT) araştırmasına konu olabilecek faaliyetlerin bulunup bulunamayacağını, Kültepe buluntularına ilişkin yazın üzerinden yeniden okumak ve tartışmaktır. Bu dönemin tercih edilme nedeni, Kayseri Kültepe kazılarında, ilgili döneme ait ekonomik/ticari yapı ve ilişkiler hakkında tutarlı yorum yapmayı sağlayabilecek yazılı belge bulunmasıdır. Bu açıdan çalışmada, Kültepe buluntularına ilişkin tarih, ekonomi tarihi ve işletmecilik alanlarıyla ilgili çalışmalar taranarak, PT yazınında ağırlıklı olarak kullanılan teoriler (değişim, makro pazarlama, pazarlamanın aracı işlevleri, markalanma) üzerinden yeniden yorumlanır. Çalışmanın temel katkısı, pazarlama faaliyetlerine yönelik öncel uygulamaların Eski Asur Ticaret döneminde kullanılmış olabileceğine ilişkin yazın destekli yorumlar yaparak, pazarlama alanındaki anaakım tarihsel panoramaya ilişkin çerçeveyi genişletme çabası olarak gösterilebilir.

Keywords

Pazarlama Tarihi, Pazarlama Teorisi, Makro Pazarlama, Eski Asur Ticaret Dönemi, Kültepe

Looking For the Traces of the Marketing Activities in the Old Assyrian Trade: A Re-Reading Through the Literature Related To Kultepe Tablets

Abstract

The aim of this study is to re-read and discuss whether there can be found activities that could be the subject of Marketing History (MH) research in the Old Assyrian Trade Period (M.Ö. 1930-1700) through the literature related to Kültepe finds. The reason why this period has been preferred is that there are written documents in Kayseri Kultepe excavations that can provide a consistent interpretation about the economic/commercial structure and relations belonging to the relevant period. In this respect, studies in the fields of the history, economic history and business administration related to Kultepe finds have been reviewed and reinterpreted through the theories (change, macro marketing, intermediary functions of marketing, branding) that are commonly used in the MH literature in this study. The main contribution of the study can be shown as an effort to expand the framework of the mainstream historical panorama in the field of marketing by making literature-supported comments regarding the fact that the predecessor practices for marketing activities might have been used in the Old Assyrian Trade period.

Keywords

Marketing History, Marketing Theory, Macro Marketing, Old Assyrian Trade Period, Kultepe

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