TY  - JOUR
T1  - Robert Bartels’in Pazarlama Literatürüne Katkıları
TT  - The Contributions of Robert Bartels to The Marketing Literature
AU  - Soyak, Serkan
PY  - 2025
DA  - November
Y2  - 2025
JF  - The Journal of International Scientific Researches
JO  - ISRjournal
PB  - Salih YILDIZ
WT  - DergiPark
SN  - 2458-8725
SP  - 432
EP  - 447
VL  - 10
IS  - 3
LA  - tr
AB  - Robert Bartels, 1940’lı yıllardan itibaren özellikle pazarlama düşüncesi ve pazarlama teorisi alanında yürüttüğü öncül çalışmalarıyla pazarlama disiplinine yön vermiş önemli akademisyenlerden biridir. Bartels, 1941 yılında yazmış olduğu doktora tezinden başlayarak 1988 yılında yayımlanan son eseri Pazarlama Düşüncesi Tarihi kitabının üçüncü baskısına dek pazarlama teorisi, pazarlama düşüncesi, pazarlamada etik, pazarlama ve dağıtım, makro pazarlama, uluslararası pazarlama ve pazarlamanın sorumlulukları gibi alanlarda çalışmalar yürütmüştür. Bartels’in çalışmaları değerlendirildiğinde eserlerinin üç temel alanda toplandığı gözlemlenmiştir. Bunlar pazarlama düşüncesi, pazarlama teorisi ve pazarlamanın sosyal ve uygulamalı boyutlarıdır. Mevcut çalışmada, Robert Bartels’in eserleri bu üç konu başlığı altında kapsamlı biçimde incelenmiştir. Eserlerin bağlamsal ve kuramsal yönleri değerlendirilmiş ve literatürdeki önemi ortaya konmuştur. Bu doğrultuda, çalışmanın pazarlama literatürüne önemli bir katkı sağlaması ve gelecekteki araştırmalara teorik bir zemin ve yol gösterici bir çerçeve oluşturması amaçlanmaktadır.
KW  - Robert Bartels
KW  - Pazarlama Düşüncesi
KW  - Pazarlama Teorisi
N2  - Robert Bartels is one of the leading scholars who has shaped the marketing discipline through his pioneering work in the field of marketing thought and marketing theory since the 1940s. Beginning with his doctoral dissertation written in 1941 and continuing through to the third edition of his final published work, The History of Marketing Thought in 1988, Bartels conducted studies in areas such as marketing theory, marketing thought, ethics in marketing, marketing and distribution, macromarketing, international marketing, and responsibilities of marketing. An examination of his body of work reveals that his contributions can be grouped into three main thematic categories: marketing thought, marketing theory, and the social and applied dimensions of marketing. In the present study, Robert Bartels' works are comprehensively analyzed under these three thematic categories. The contextual and theoretical aspects of the works in each category are evaluated, and their significance within the literature is revealed. In this regard, the study aims to make a significant contribution to the marketing literature and to provide a theoretical basis and a guiding framework for future research.
CR  - Alderson, W., & Cox, R. (1948). Towards a Theory of Marketing. Journal of Marketing, 13(2), 137–152.
CR  - Anderson, P. F. (1983). Marketing, Scientific Progress, and Scientific Method. Journal of Marketing, 47(4), 18–31.
CR  - Arndt, J. (1985). On Making Marketing Science More Scientific: Role of Orientations, Paradigms, Metaphors, and Puzzle Solving. Journal of Marketing, 49(3), 11–23.
CR  - Bakken, H. (1953). Theory of Markets and Marketing. Madison, Wisconsin: Mimir.
CR  - Bartels, R. (1941). Marketing literature—Development and Appraisal. Doctoral dissertation. The Ohio State University, Columbus, Ohio.
CR  - Bartels, R. (1951a). Can Marketing be a Science? Journal of Marketing, 15(3), 319–328.
CR  - Bartels, R. (1951b). Influences on the Development of Marketing Thought, 1900–1923. Journal of Marketing, 16(1), 1–17.
CR  - Bartels, R. (1962). The Development of Marketing Thought. Homewood, Illinois: Irwin.
CR  - Bartels, R. (1967). A Model for Ethics in Marketing. Journal of Marketing, 31(1), 20–26.
CR  - Bartels, R. (1968a). Are Domestic and International Marketing Dissimilar? Journal of Marketing, 32(3), 56–61.
CR  - Bartels, R. (1968b). The General Theory of Marketing. Journal of Marketing, 32(1), 29–33.
CR  - Bartels, R. (1970). Marketing Theory and Metatheory. Homewood, Illinois: Irwin.
CR  - Bartels, R. (1974). The Identity Crisis in Marketing. Journal of Marketing, 38(4), 73–76.
CR  - Bartels, R. (1976a). The History of Marketing Thought (2nd ed.). Columbus, Ohio: Grid Publishing.
CR  - Bartels, R. (1976b). Marketing and Distribution are not Separate. International Journal of Physical Distribution, 7(1), 22–29.
CR  - Bartels, R., & Jenkins, R. L. (1977). Macromarketing. Journal of Marketing, 41(4), 17–20.
CR  - Bartels, R. (1983). Is Marketing Defaulting Its Responsibilities? Journal of Marketing, 47(4), 32–35.
CR  - Bartels, R. (1988). The History of Marketing Thought (3rd ed.). Columbus, Ohio: Publishing Horizons.
CR  - Basalingappa, A., & Namboodiri, S. (2024). Life Journeys and Influential Contributions of Six Marketing Visionaries. Journal of Macromarketing, 44(3), 653-667.
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CR  - Chufama, M. (2021). An Understanding of the Development of Marketing, Consumer Behaviour Place in Marketing and Consumer Behavior Notions. International Journal of Multidisciplinary Research and Publications, 4(1), 9–17.
UR  - https://dergipark.org.tr/en/pub/isrjournal/issue//1738786
L1  - https://dergipark.org.tr/en/download/article-file/5039654
ER  -