MARKETING AS A THOUGHT SYSTEM

Yıl 2022, Cilt: 3 Sayı: 1, 64 - 75, 30.07.2022

Zübeyir Çelik

https://doi.org/10.54439/gupayad.1058455

Öz

Purpose: With the rise of the 'Marketing Management' and 'Consumer Behavior Schools' in the 1970s, the discussions within the framework of the 'Marketing Thought System School' in the literature have decreased. This study aims to explain the development of the marketing thought system from 1950 to 2000 and to examine the current marketing thought systems evaluated by the studies carried out in the 2000s. Material and Method: Only pioneering studies written in English were taken as references to determine the limitations of the study. In this direction, a literature search was conducted with the keyword "marketing thinking system" in the Google Academic database. As a result of the literature review, the studies selected for this study were examined. Findings and Conclusion: In the period from 1950 to 2000, many studies contributed to the development of the marketing thought system. 'Decision Support System', 'Complex Adaptive System' and 'Equivocal Principle of Marketing' are among the existing marketing thought systems that were evaluated by the studies conducted in the 2000s. The results of the study were discussed and suggestions were provided.

Anahtar Kelimeler

Living Systems, Thought System, Marketing Thought System School

BİR DÜŞÜNCE SİSTEMİ OLARAK PAZARLAMA

Öz

Amaç: 1970'li yıllarda 'Pazarlama Yönetimi' ve 'Tüketici Davranışı Okulları'nın yükselişiyle birlikte literatürde 'Pazarlama Düşünce Sistemi Okulu' çerçevesindeki tartışmalar azalmıştır. Bu çalışmanın amacı, 1950'den 2000 yılına kadar olan pazarlama düşünce sisteminin gelişimini açıklamak ve 2000'li yıllarda yapılan çalışmalarla değerlendirilen mevcut pazarlama düşünce sistemlerini incelemektir. Gereç ve Yöntem: Çalışmanın sınırlılıklarını belirlemek için sadece İngilizce yazılmış öncü çalışmalar referans alınmıştır. Bu doğrultuda Google Akademik veri tabanında "pazarlama düşünce sistemi" anahtar kelimesi ile literatür taraması yapılmıştır. Literatür taraması sonucunda bu çalışma için seçilen çalışmalar incelenmiştir. Bulgular ve Sonuç: 1950'den 2000'e kadar olan süreçte birçok çalışma pazarlama düşünce sisteminin gelişmesine katkıda bulunmuştur. 2000'li yıllarda yapılan çalışmalarla değerlendirilen mevcut pazarlama düşünce sistemleri arasında 'Karar Destek Sistemi', 'Karmaşık Uyarlanabilir Sistem' ve ‘Pazarlamanın Belirsiz İlkesi’ yer almaktadır. Çalışmanın sonuçları tartışılmış ve önerilerde bulunulmuştur.

Anahtar Kelimeler

Yaşayan Sistemler, Düşünce Sistemi, Pazarlama Düşünce Sistem Okulu

Kaynakça

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