POLİTİK PAZARLAMADA PAZAR YÖNLÜLÜK VE OTANTİK LİDERLİĞİN ÖNEMİ

Year 2009, Volume: 9 Issue: 4, 1243 - 1273, 01.11.2009

Nazlı Ayşe Ayyıldız Ünnü

Abstract

Pazar ve müşteri yönlülük kavramlarının kökeninin 18. yüzyılda Adam Smith’in
“Ulusların Zenginliği” adlı kitabına kadar dayandığı söylenebilir. Bu kitapta yer
alan “Üretimin tek ve nihai amacı ve nedeni tüketimdir ve üretimin çıkarı ancak
tüketicinin menfaatini kollamakla ilgili olmalıdır” cümlesi kavramlara vurguyu net
bir şekilde ortaya koymaktadır. Ancak birçok makalede pazar yönlülüğün
kökeninin Drucker (1954)’a dayandığı belirtilmektedir. Özellikle 1987 yılında
Pazarlama Bilim Enstitüsü tarafından gerçekleştirilen konferanstan sonra pazar
yönlülük kavramına ilişkin ilgide patlama yaşanmıştır (Helfert vd.; 2002: 1122).
Pazarlama kavramının değişen yüzü kapsamında fikirlerin, ideolojilerin,
bireylerin pazarlanmaya başlaması ile politik pazarlama kavramı gündeme
gelmiştir. Politik pazarlama; ürün-odaklı, satış odaklı ve pazar-odaklı olmak
üzere çeşitli yönelimlerin etkisinde kalmaktadır. Bir örgütte meydana gelen tüm
süreçlerde etken rol oynayan lider; parti bağlamında değerlendirildiğinde de bu
yönelimleri seçmede ve pazar yönlülüğü hayata geçirmede önemli bir figür
olarak karşımıza çıkmaktadır.
Bu çalışmada politik pazarlamada pazarlama yaklaşımının uygulaması olan
pazar yönlülük ve liderliğin önemi tartışılmaya çalışılmakta; etik liderliği
kapsayan otantik liderlik kavramına ve kavramın politik pazarlama açısından
uygulamalarına atıfta bulunulmaktadır.

Keywords

Pazar-yönlülük, politik pazarlama, otantik liderlik

THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING

Abstract

The origins of the construct of market and customer orientation can be tracked
back to Adam Smith’s “Wealth of Nations” in eighteenth century. In this book;
the sentence “consumption is the sole end and purpose of all production and the
interest of producer should be attended to only so far as it may be necessary for
promoting that of the consumer” highlights the importance given to these
concepts. However; most articles refer to Drucker (1954) as the roots of market
orientation. After a conference held by Marketing Science Institute in 1987,
interest in this area has increased significantly (Helfert et al., 2002: 1122).
In the context of changing face of marketing; ideas, ideologies and people have
been marketed. These developments lead to emergence of political marketing.
Political marketing is influenced by different orientations such as salesorientation,
product orientation and market orientation. As the leader plays an
essential role in all processes occuring in organizations; he/she will also have
important effects on selecting any of these orientations and implementing
market orientation.
In this context; the importance of marketing approach, market orientation and
leadership is discussed. The implications of authentic leadership in the context
of political marketing is studied.

Keywords

Market orientation, political marketing, authentic leadership

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