Existential crisis of marketing and its future

Yıl 2021, Cilt: 3 Sayı: 2, 175 - 183, 08.12.2021

Faruk Güven

Öz

Today, where technological developments empower the consumer, the marketing discipline is experiencing a deep existential crisis. The causes of the crisis that threatens the future of marketing; borrowing theories from other disciplines instead of generating domestic theory, declining usefulness and relevance of marketing research for the practitioners, and disconnected marketing doctoral programs from marketing theories. With the many threats brought by the Covid-19 epidemic, strategic topics such as digitalization and e-commerce becoming more widespread, and the collapse of the global and national supply chains increase the need for marketing even more. The future of marketing again depends on the discipline to develop meaningful outputs for academia and business. In this study, it is aimed to present a conceptual framework on causes and solutions.

Anahtar Kelimeler

Crisis of Marketing, Future of Marketing, Covid-19

Pazarlamanın varoluşsal krizi ve geleceği

Öz

Teknolojik gelişmelerin tüketiciyi oldukça güçlendirdiği günümüzde, pazarlama disiplini derin bir varoluşsal kriz yaşamaktadır. Pazarlamanın geleceğini tehdit eden krizin sebepleri; pazarlamanın yerli teori üretme yerine diğer disiplinlerden teori ödünç alması, iş dünyasının hem ilgisini çekecek ve hem de iş dünyasına faydalı araştırmaların üretilememesi ve doktora programlarının pazarlama teorileri yerine istatistiki yöntemlere odaklanması olarak sıralanmaktadır. Covid-19 salgınının getirdiği birçok tehditle birlikte, dijitalleşme ve e-ticaretin hızla yaygınlaşması gibi fırsatlar ve küresel ve ulusal tedarik zincirlerin çökmesi gibi stratejik konular, pazarlamaya olan ihtiyacı daha da kritik hale getirmektedir. Pazarlamanın geleceği disiplinin yeni dünyada akademi ve iş dünyası için anlamlı çıktılar üretmesine bağlıdır. Bu çalışmada sebepler ve çözümler üzerine kavramsal bir çerçeve sunulması hedeflenmektedir.

Anahtar Kelimeler

Pazarlama Krizi, Pazarlamanın Geleceği, Covid-19

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