GEÇMİŞTEN GÜNÜMÜZE PAZARLAMA SİSTEMİ DÜŞÜNCE OKULU

Yıl 2021, Cilt: 19 Sayı: 4, 157 - 170, 31.12.2021

E. Başak Tavman , Serkan Soyak

https://doi.org/10.11611/yead.988411

Öz

Pazarlamanın akademik bir düşünce olarak kabul görmesi 20.yy’ın başlarına dayanmaktadır. Pazarlamayla alakalı konu ve problemlerin zaman içindeki değişimi pazarlama alanında farklı düşünce okullarının ortaya çıkmasına neden olmuştur. Bu okullardan biri de temeli 1950’li yıllara dayanan Sistem Okulu’dur. Mevcut çalışmanın amacı, pazarlama sistemi düşünce okulunun ve pazarlamadaki sistem yaklaşımının tarihsel gelişimini ele almaktır. Bu çerçevede, geçmişten günümüze sistem okulu literatüründe yazılmış önemli eserler incelenmiştir. Pazarlama teorisi kapsamında pazarlama düşünce okullarına dair Türkçe literatür incelendiğinde bu alandaki çalışma sayısının oldukça kısıtlı olduğu görülmüştür. Ulusal veri tabanları araştırıldığında, Sistem Okulu’nun tarihsel gelişimini ele alan ve bu düşünce okulu hakkında günümüze dek yapılmış araştırmaları derleyen bir çalışma ise bulunamamıştır. Mevcut çalışmanın literatürdeki bu açığı kapatması ve pazarlama teorisi alanına katkı sağlaması hedeflenmektedir.

Anahtar Kelimeler

Pazarlama Teorisi, Pazarlama Düşünce Okulları, Sistem Okulu, Pazarlama Sistem Yaklaşımı

MARKETING SYSTEMS SCHOOL OF THOUGHT: FROM PAST TO PRESENT

Öz

The acceptance of marketing as an academic thought dates back to the early 20th century. The change in marketing-related issues and problems over time has led to the emergence of different schools of thought in the field of marketing. One of these schools is the System School, which dates back to the 1950s. The present study aims to address the historical development of the marketing system school of thought and the systems approach in marketing. In this context, important studies written in the system school literature from past to present were examined. When the Turkish literature on marketing thought schools within the scope of marketing theory is examined, it is seen that the number of studies in this field is quite limited. When the national databases were searched, no study was found that deals with the historical development of the System School and compiles the researches that have been made about this school of thought until today. The present study aims to fill this gap in the literature and to contribute to the field of marketing theory.

Anahtar Kelimeler

Marketing Theory, Marketing Schools of Thought, System School, Marketing System Approach

Kaynakça

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