BibTex RIS Cite

POLİTİK PAZARLAMADA PAZAR YÖNLÜLÜK VE OTANTİK LİDERLİĞİN ÖNEMİ

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

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.

References

  • Arı, T.(1997): Amerika'da Siyasal Yapı, Lobiler ve Dış Politika, Alfa Yayınları, İstanbul.
  • Aslan, S. ve Çatı K. (2003): Politik Pazarlama Açısından Baskı Grupları, Pazarlama Dünyasi, Yıl: 17, Sayı: 2003-1, Ocak-Şubat, ss. 54 -60.
  • Aziz, Aysel (2003) Siyasal İletişim, Ankara: Nobel Yayınevi.
  • Baylis, C. A. (1958): Ethics, Henry Holt And Company, New York.
  • Bayraktaroğlu, Gül (2002): Geleneksel Pazarlamada Politik Pazarlamanın. Yeri, Dokuz Eylül Üniversitesi Sosyal Bilimler Dergisi, Cilt 4, Sayı 3, 58-82.
  • Becker, J., ve Homburg, C. (1999): "Market-Oriented Management: A System- Based Perspective", Journal Of Market-Focused Management, Vol. 4 No.1, ss.17-41.
  • Bourke, V. J. (1951): Ethics, Macmillan, New York.
  • Bongrand, M. (1991):Politikada Pazarlama, Çeviren: Fatoş Ersoy, İletişim Yayınları, İstanbul.
  • Bulut Ç., Yılmaz C.ve Alpkan L. (2009): Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri, Ege Akademik Bakış, Cilt 9, Sayı:2, ss. 513-538
  • Cadoğan, J.W. ve Diamantopoulos, A. (1995): Narver And Slater, Kohli And Jaworski And The Market Orientation Construct: İntegration And İnternationalization', Journal Of Strategic Marketing, Vol. 3, ss. 41-60.
  • Caruana, A., Ramaseshan, B. Ve Ewıng, M.T. (1999): Market Orientation And Performance in The Public Sector: The Role Of Organizational Commitment'', Journal Of Global Marketing, Vol. 12, ss. 59-79.
  • Çiftlikçi, A. (1996): Siyaset Pazarlaması Ve Siyasi Partilerin Malatya’daki Uygulamaları”, Yayımlanmamış Yüksek Lisans Tezi, İnönü Üniversitesi, Sosyal Bilimler Enstitüsü, Malatya.
  • Dalkıran, N. (1995): Siyasal Reklâmcılık Ve Basının Rolü, Türkiye Gazeteciler Cemiyeti Yayınları, İstanbul.
  • Deng, S. ve Dart, J. (1994): Measuring Market Orientation: A Multi-Factor, Multi- İtem Approach, Journal of Marketing Management, Vol. 10 No.8, ss.725-42.
  • Deshpande, R., ve Parasuraman, A., (1986): Linking corporate culture to strategic planning, Business Horizons, 29, ss.28-37.
  • Deshpande, R. ve Farley, J.U. (1998a): Measuring Market Orientation: Generalization And Synthesis'', Journal Of Market-Focused Management, Vol. 2 No. 3, ss. 213-32.
  • Deshpande, R. ve Farley, J.U. (1998b): The Market Orientation Construct: Construct, Correlations, Culture, And Comprehensiveness'', Journal Of Market- Focused Management, Vol. 2 No. 3, vs. 237-40.
  • Deshpande, R. ve Webster, F.E. Jr (1989): Organizational Culture And Marketing: Defining The Research Agenda'', Journal Of Marketing, Vol. 53, January, Ss. 3-15.
  • Deshpande, R., Farley, J.U. ve Webster, F. (1993): Corporate Culture, Customer Orientation, And İnnovativeness in Japanese Firms: A Quadrad Analysis'', Journal Of Marketing, Vol. 57, January, ss. 23-37.
  • Drucker, P.F. (1954), The Practice Of Management, Harper & Row, New York.
  • Felton, A. (1959): Making The Marketing Concept Work, Harvard Business Review, Vol. 37, July-August, ss.55-65.
  • Garramone, G.M. (1983): Issue Versus Image Orientation And Effects Of Political Advertising." Communication Research, 10, Ss. 59-76.
  • Gaski J.F. (1999): Does Marketing Ethics Really Have. Anything To Say? – A Critical Inventory of The Literature, Journal Of Business Ethics, 18, ss.315–334. Gegez, A. E. (1990): Pazarlamanın Gelişim Süreci Ve Politik Pazarlama, Pazarlama Dünyası, Sayı 19, Yıl 4, Ocak-Şubat, Ss. 39-40
  • Gray, B.J., Matear, S. ve Matheson, P. (1998): Market Orientation And Performance: İmplications For Managers in Developing Economies, in Anderson, P. (Ed.), Marketing Research And Practice, Track 2 International Marketing Proceedings Of The 27th Emac Conference, Stockholm, ss. 297-314. Greenley, G.E. (1995a): Forms of market orientation in UK companies, Journal of Management Studies, Vol. 32 No. 1, ss. 47-66.
  • Greenley, G.E. (1995b): Market orientation and company performance ± empirical evidence from UK companies, British Journal of Management, Vol. 6 No. 1, ss. 1-13.
  • Gummesson, E. (1991): Marketing orientation revisited: the crucial role of the part-time marketer", European Journal of Marketing, Vol. 25 No.2, ss.60-75
  • Günay, N., J. Kesken ve S. Akgüngör (1999): Pazar Yönlülük Kavramının Belirleyicileri ve Sonuçları: İzmir İmalat Sanayi Örneği, 4.Ulusal Pazarlama Kongresi Bildiriler Kitabı, Antakya, 18-20 Kasım, ss. 68-75.
  • Günay N. ve Kesken J. (2000): Pazar Yönlülük Kavramı: Bir Uygulama, 5. Ulusal Pazarlama Kongresi Bildiri Kitabı, 16-18 Kasım Antalya, ss.221-234.
  • Harris L., ve Ogbonna, E. (1999): Leadership Style And Market Orientation: An Empirical Study, European Journal Of Marketing, Vol.35, No. 5/6, ss. 744-764.
  • Harris, L.C., Piercy, N.F. (1999), "Management Behaviour And Barriers To Market Orientation İn Retailing Companies", Journal Of Services Marketing, Vol. 13 No.2, ss.113-31.
  • Harris, L.C. (1998): The Obstacles To Developing Market Orientation: A Study Of Small Hotels, Proceedings Of The Academy Of Marketing Conference, Sheffield Hallam University, Sheffield, 8-10 July, ss.612-13.
  • Helfert G., Ritter T.; Walter A. (2002): Redefining Market Orientation From A Relationship Perspective: Theoretical Considerations And Empirical Results, European Journal Of Marketing, Vol.36, No. 9/10, ss. 1119- 1139.
  • Horng, S., Cheng-Hsui, A. (1998): Market Orientation of Small And Medium- Sized Firms in Taiwan", Journal Of Small Business Management, Vol. 36, ss.79-85.
  • Houston, F.S. (1986): The Marketing Concept: What It Is And What It is Not, Journal Of Marketing, Vol. 50, Nisan, ss. 81-87.
  • Karahan K. Ve Varinli İ. (2002): Pazar Yönlülük Ve Bankacılık Sektöründe Bir Uygulama, Pazarlama Dünyası, Sayı: 2002-01, Ocak-Şubat, 4-11.
  • Kasper, H. (2002), Culture And Leadership in Market-Oriented Service Organizations", European Journal Of Marketing, Vol. 36 No.9/10, ss.1047-57.
  • Kates, S., (1998), A Qualitative Exploration İnto Voters’ Ethical Perceptions Of Political Advertising: Discourse, Disinformation, And Moral Boundaries, Journal Of Business Ethics, 17.16 Ss. 1871-1885.
  • Kavak B. (2004): Siyasal Pazarlamada Pazar Bölümlendirme: Seçmenin Oy Verme Kriterleri Çerçevesinde Bir Değerlendirme, Pazarlama Dünyası, Sayı: 2004-3, Yıl: 18, Mayıs-Haziran, ss.56-62.
  • Kelley, S. (1992): Developing customer-oriented among service employees. Journal of the Academy of Marketing Sciences 20: 27-36.
  • Kesken J., Ayyıldız N.A. ve Ünnü G. (2005): Emerging The New Paradigm in Management: Spiritually-Based Organizations, Organizational Culture, Corporate Governance and Competitiveness, Ed. By Coşkun Can Aktan, Vol 2: Selected Proceedings of The First International Conference on Business, Management and Economics, Yaşar University, Çeşme-Izmir, Turkey, ss.1-26.
  • Kesken J. ve Ayyıldız N.A. (2006): Aile İşletmelerinde Dönüşüm İhtiyacı: Bir Yöntem Önerisi Olarak “Spiritüalite”, 2. Aile İşletmeleri Kongresi Kongre Kitabı, Ed. Tamer Koçel, İstanbul Kültür Üniversitesi Yayın No:53, İstanbul, ss.350-363. Kotler P. ve Levy S. J. (1969): Broadening The Concept Of Marketing, Journal Of Marketing, Vol. 83, Ss 10-15.
  • Kotler, P. ve Armstrong G. (1996): Principles Of Marketing, Seventh Edition, Prentice Hall International, Inc.
  • Kwaku, A.-A. (1997): Market Orientation And Performance: Do The Findings Established İn Large Firms Hold in The Small Business Sector?, Journal Of Euro-Marketing, Vol. 6 Ss.1-26.
  • Kohli A.K., ve Jaworski B.J. (1990): Market Orientation: The Construct, Research Propositions and Managerial Implications, Journal Of Marketing, Vol.54, ss.1-18.
  • Köksal M.H. ve Özdemir A. (2001): Pazar Yönlülük Ve Öğrenme Yönlülüğün İşletme Performansına Etkileri, 9.Ulusal Yönetim Ve Organizasyon Kongresi Bildiriler Kitabı, İstanbul.
  • Lafferty B., A. Hult G. ve Tomas M. (2001): A Synthesis Of Contemporary Market Orientation Perspectives, European Journal Of Marketing, Vol. 35 No. 1/2, ss. 92-109.
  • Lees-Marshment, Jennifer (2001): The Marriage Of Politics And Marketing, Political Studies, Vol.49, ss. 692-713.
  • Levitt, T. (1969). The Marketing Mode. Mcgraw Hill, New York.
  • Lichental, J.D. ve Wilson, D.T. (1992): Become Market Oriented, Journal of Business Research, Vol.24, ss.191-207.
  • Lock A. ve Harris P. (1996) Political marketing – vive la difference. European Journal of Marketing, vol. 30, no. 10-11, ss. 21-31.
  • McCafferty, P. (1987): The image and the vote: manipulating voters' preferences, Public Opinion Quarterly,Vol. 51, No: 1, ss. 31–47.
  • McQuail D ve Windahl S (1997) Kitle İletişim. Modelleri, Konca Yumlu (çev), İmge Kitabevi, Ankara
  • McKitterick (1957): What İs Marketing Management Concept?, The Frontiers Of Marketing Thought And Science, Frank M. Bass, Ed. Chicago American Marketing Association, ss. 71- 92.
  • Narver J.C. ve Slater S.F. (1990): The Effect of Market Orientation on Business Profitability, Journal of Marketing, Octber, ss.20-35.
  • Narver J. C., Stanley F. Slater,ve Douglas L. MacLachlan (2004): Responsive and Proactive Market Orientation and New-Product Success, Journal of Product Innovation Management, 21, pp.334–347.
  • Newman, B.I. (1994), The Marketing of the President: Political Marketing as Campaign Strategy, Sage, Thousand Oaks, CA,
  • Ogbonna, E. (1993): Managing Organizational Culture: Fantasy Or Reality?, Human Resource Management Journal, 3, 2, ss. 42-54.
  • O’Cass A. (1996): Political Marketing And The Marketing Concept. European Journal Of Marketing, Vol. 30, No.10-11, ss. 45-61
  • Okumuş A. (2007): Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Pazarlama Anlayışında Siyasal Pazarlamanın Yeri Ve Pazar Konumlarına Göre Siyasi Partilerin Stratejik Analizi, Sayı: 17, Nisan, ss.157-172.
  • Özdemir, S. (2006): Politik Pazarlamada İmaj: Türk Siyasal Yaşamında “Melih Gökçek Örneği ” Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Anabilim Dalı, Ankara.
  • Peng N. ve Chris H.(2007): Political marketing communications planning in the UK and Taiwan: Comparative insights from leading practitioners, Marketing Intelligence & Planning, Volume:25, Issue:5, ss. 483 – 498.
  • Reid, D. M. (1988): Marketing the Political Product, European. Journal of Marketting, ss. 22: 34-47.
  • Rosenberg, S. W., ve P. McCafferty. (1987): The Image and the Vote: Manipulating Voters’ Preferences. Public Opinion Quarterly, 51, ss. 31–47.
  • Ruekert, R. W. (1992): Developing A Market Orientation: An Organisational Strategy Perspective, International Journal Of Research in Marketing, Vol. 9 No. 3, ss. 225- 245.
  • Scammell, M. (1999): Political Marketing: Lessons For Political Science, Political Studies, Vol. 47, ss.718-39
  • Selnes, F., Jaworskı, B.J. ve Kohli, A.K. (1996): Market Orientation in United States And Scandinavian Companies: A Cross-Cultural Study, MSI Report Number 97-107, Marketing Science Institute, Cambridge.
  • Shapiro, B. (1988): What The Hell is `Market-Oriented'?, Harvard Business Review, November-December, ss. 119- 125.
  • Siguaw, J.A., Brown, G. Ve Widing, R.E. (1994): The Influence Of Market Orientation Of The Firm On Sales Force Behavior And Attitudes, Journal Of Marketing Research, Vol. 31, February, ss. 106-116.
  • Siguaw, J.A., Simpson, P.M. ve Baker, T.L. (1998): Effects Of Supplier Market Orientation On Distributor Market Orientation And The Channel Relationship: The Distributor Perspective, Journal Of Marketing, Vol. 62, July, ss. 99-111.
  • Smith G. ve Hirst A. (2001): Strategic Political Segmentation: A New Approach For A New Era Of Political Marketing. European Journal of Marketing, Vol. 35, No.9-10, Ss. 1058-1073.
  • Tan, A. (1998): Politik Pazarlama Ve Kahramanmaraş Örneği. Cumhuriyet Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi.
  • Tan, A. (2001): Politik Pazarlama Uygulamalarında Baskı Gruplarının Yeri ve Önemi, Pazarlama Dünyasi, 38 -40 yıl: 15, Mart-Nisan, sayı: 2001-2, ss. 38-40.
  • Taşdemir, E. (2005): 1980 Sonrası Türk Basını, Türk Siyasi Hayatı, Selçuk Üniversitesi İletişim Dergisi, 3,4, ss.173-180
  • Taylor, P. (1990): See How They Run: Electing the President in an North Easton, MA 0235 7, Age of Mediocracy (Alfred A. Knopf, New York, N.Y.).
  • Tek, Ö.B. ve Özer P.S. (1999): Pazar Yönlülük Ve Örgütsel Öğrenme Teorilerinin Türkiye’de Kar Amaçsız Kuruluşlara Uyarlanması, 4. Ulusal Pazarlama Kongresi Bildiri Kitabı, 18-20 Kasım Antakya, Ss.59-67.
  • Turan, İ. (1996) Siyasal Sistem ve Siyasal Davranış. Der Yayınları, İstanbul.
  • Turner, G. B. ve Spencer, B.(1997): Understanding The Marketing Concept As Organizational Culture, European Journal Of Marketing, .Vol.31, Iss. 2; ss. 110. Wolton D (1992): Televizyon Ve Politika: Demokratik Oyunun Bozulması Mı?, Oya Tatlıpınar (Çev), Charon, Jean-Marie (Der), Medya Dünyası, İletişim Yayınları, İstanbul.
  • Webster, F. E., Jr. (1988): Rediscovering The Marketing Concept, Business Horizons, 31 (3), ss.29-39.
  • Wong, V., Saunders, J., Doyle, P. (1989): The Barriers To Achieving Stronger Market Orientation In British Companies: An Exploratory Study, Proceedings Of The 22nd Marketing Education Group Conference, ss.35-64.
  • Wring D. (1996): Political Marketing and Party Development in Britain: A Secret History, European Journal of Marketing, Vol. 30, No.10-11, ss.100-111.
  • Wring D. (1997): Reconciling Marketing with political science: theories of political marketing. Journal of Marketing Management, Vol. 13, ss.651-663.

THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING

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

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.

References

  • Arı, T.(1997): Amerika'da Siyasal Yapı, Lobiler ve Dış Politika, Alfa Yayınları, İstanbul.
  • Aslan, S. ve Çatı K. (2003): Politik Pazarlama Açısından Baskı Grupları, Pazarlama Dünyasi, Yıl: 17, Sayı: 2003-1, Ocak-Şubat, ss. 54 -60.
  • Aziz, Aysel (2003) Siyasal İletişim, Ankara: Nobel Yayınevi.
  • Baylis, C. A. (1958): Ethics, Henry Holt And Company, New York.
  • Bayraktaroğlu, Gül (2002): Geleneksel Pazarlamada Politik Pazarlamanın. Yeri, Dokuz Eylül Üniversitesi Sosyal Bilimler Dergisi, Cilt 4, Sayı 3, 58-82.
  • Becker, J., ve Homburg, C. (1999): "Market-Oriented Management: A System- Based Perspective", Journal Of Market-Focused Management, Vol. 4 No.1, ss.17-41.
  • Bourke, V. J. (1951): Ethics, Macmillan, New York.
  • Bongrand, M. (1991):Politikada Pazarlama, Çeviren: Fatoş Ersoy, İletişim Yayınları, İstanbul.
  • Bulut Ç., Yılmaz C.ve Alpkan L. (2009): Pazar Oryantasyonu Boyutlarının Firma Performansına Etkileri, Ege Akademik Bakış, Cilt 9, Sayı:2, ss. 513-538
  • Cadoğan, J.W. ve Diamantopoulos, A. (1995): Narver And Slater, Kohli And Jaworski And The Market Orientation Construct: İntegration And İnternationalization', Journal Of Strategic Marketing, Vol. 3, ss. 41-60.
  • Caruana, A., Ramaseshan, B. Ve Ewıng, M.T. (1999): Market Orientation And Performance in The Public Sector: The Role Of Organizational Commitment'', Journal Of Global Marketing, Vol. 12, ss. 59-79.
  • Çiftlikçi, A. (1996): Siyaset Pazarlaması Ve Siyasi Partilerin Malatya’daki Uygulamaları”, Yayımlanmamış Yüksek Lisans Tezi, İnönü Üniversitesi, Sosyal Bilimler Enstitüsü, Malatya.
  • Dalkıran, N. (1995): Siyasal Reklâmcılık Ve Basının Rolü, Türkiye Gazeteciler Cemiyeti Yayınları, İstanbul.
  • Deng, S. ve Dart, J. (1994): Measuring Market Orientation: A Multi-Factor, Multi- İtem Approach, Journal of Marketing Management, Vol. 10 No.8, ss.725-42.
  • Deshpande, R., ve Parasuraman, A., (1986): Linking corporate culture to strategic planning, Business Horizons, 29, ss.28-37.
  • Deshpande, R. ve Farley, J.U. (1998a): Measuring Market Orientation: Generalization And Synthesis'', Journal Of Market-Focused Management, Vol. 2 No. 3, ss. 213-32.
  • Deshpande, R. ve Farley, J.U. (1998b): The Market Orientation Construct: Construct, Correlations, Culture, And Comprehensiveness'', Journal Of Market- Focused Management, Vol. 2 No. 3, vs. 237-40.
  • Deshpande, R. ve Webster, F.E. Jr (1989): Organizational Culture And Marketing: Defining The Research Agenda'', Journal Of Marketing, Vol. 53, January, Ss. 3-15.
  • Deshpande, R., Farley, J.U. ve Webster, F. (1993): Corporate Culture, Customer Orientation, And İnnovativeness in Japanese Firms: A Quadrad Analysis'', Journal Of Marketing, Vol. 57, January, ss. 23-37.
  • Drucker, P.F. (1954), The Practice Of Management, Harper & Row, New York.
  • Felton, A. (1959): Making The Marketing Concept Work, Harvard Business Review, Vol. 37, July-August, ss.55-65.
  • Garramone, G.M. (1983): Issue Versus Image Orientation And Effects Of Political Advertising." Communication Research, 10, Ss. 59-76.
  • Gaski J.F. (1999): Does Marketing Ethics Really Have. Anything To Say? – A Critical Inventory of The Literature, Journal Of Business Ethics, 18, ss.315–334. Gegez, A. E. (1990): Pazarlamanın Gelişim Süreci Ve Politik Pazarlama, Pazarlama Dünyası, Sayı 19, Yıl 4, Ocak-Şubat, Ss. 39-40
  • Gray, B.J., Matear, S. ve Matheson, P. (1998): Market Orientation And Performance: İmplications For Managers in Developing Economies, in Anderson, P. (Ed.), Marketing Research And Practice, Track 2 International Marketing Proceedings Of The 27th Emac Conference, Stockholm, ss. 297-314. Greenley, G.E. (1995a): Forms of market orientation in UK companies, Journal of Management Studies, Vol. 32 No. 1, ss. 47-66.
  • Greenley, G.E. (1995b): Market orientation and company performance ± empirical evidence from UK companies, British Journal of Management, Vol. 6 No. 1, ss. 1-13.
  • Gummesson, E. (1991): Marketing orientation revisited: the crucial role of the part-time marketer", European Journal of Marketing, Vol. 25 No.2, ss.60-75
  • Günay, N., J. Kesken ve S. Akgüngör (1999): Pazar Yönlülük Kavramının Belirleyicileri ve Sonuçları: İzmir İmalat Sanayi Örneği, 4.Ulusal Pazarlama Kongresi Bildiriler Kitabı, Antakya, 18-20 Kasım, ss. 68-75.
  • Günay N. ve Kesken J. (2000): Pazar Yönlülük Kavramı: Bir Uygulama, 5. Ulusal Pazarlama Kongresi Bildiri Kitabı, 16-18 Kasım Antalya, ss.221-234.
  • Harris L., ve Ogbonna, E. (1999): Leadership Style And Market Orientation: An Empirical Study, European Journal Of Marketing, Vol.35, No. 5/6, ss. 744-764.
  • Harris, L.C., Piercy, N.F. (1999), "Management Behaviour And Barriers To Market Orientation İn Retailing Companies", Journal Of Services Marketing, Vol. 13 No.2, ss.113-31.
  • Harris, L.C. (1998): The Obstacles To Developing Market Orientation: A Study Of Small Hotels, Proceedings Of The Academy Of Marketing Conference, Sheffield Hallam University, Sheffield, 8-10 July, ss.612-13.
  • Helfert G., Ritter T.; Walter A. (2002): Redefining Market Orientation From A Relationship Perspective: Theoretical Considerations And Empirical Results, European Journal Of Marketing, Vol.36, No. 9/10, ss. 1119- 1139.
  • Horng, S., Cheng-Hsui, A. (1998): Market Orientation of Small And Medium- Sized Firms in Taiwan", Journal Of Small Business Management, Vol. 36, ss.79-85.
  • Houston, F.S. (1986): The Marketing Concept: What It Is And What It is Not, Journal Of Marketing, Vol. 50, Nisan, ss. 81-87.
  • Karahan K. Ve Varinli İ. (2002): Pazar Yönlülük Ve Bankacılık Sektöründe Bir Uygulama, Pazarlama Dünyası, Sayı: 2002-01, Ocak-Şubat, 4-11.
  • Kasper, H. (2002), Culture And Leadership in Market-Oriented Service Organizations", European Journal Of Marketing, Vol. 36 No.9/10, ss.1047-57.
  • Kates, S., (1998), A Qualitative Exploration İnto Voters’ Ethical Perceptions Of Political Advertising: Discourse, Disinformation, And Moral Boundaries, Journal Of Business Ethics, 17.16 Ss. 1871-1885.
  • Kavak B. (2004): Siyasal Pazarlamada Pazar Bölümlendirme: Seçmenin Oy Verme Kriterleri Çerçevesinde Bir Değerlendirme, Pazarlama Dünyası, Sayı: 2004-3, Yıl: 18, Mayıs-Haziran, ss.56-62.
  • Kelley, S. (1992): Developing customer-oriented among service employees. Journal of the Academy of Marketing Sciences 20: 27-36.
  • Kesken J., Ayyıldız N.A. ve Ünnü G. (2005): Emerging The New Paradigm in Management: Spiritually-Based Organizations, Organizational Culture, Corporate Governance and Competitiveness, Ed. By Coşkun Can Aktan, Vol 2: Selected Proceedings of The First International Conference on Business, Management and Economics, Yaşar University, Çeşme-Izmir, Turkey, ss.1-26.
  • Kesken J. ve Ayyıldız N.A. (2006): Aile İşletmelerinde Dönüşüm İhtiyacı: Bir Yöntem Önerisi Olarak “Spiritüalite”, 2. Aile İşletmeleri Kongresi Kongre Kitabı, Ed. Tamer Koçel, İstanbul Kültür Üniversitesi Yayın No:53, İstanbul, ss.350-363. Kotler P. ve Levy S. J. (1969): Broadening The Concept Of Marketing, Journal Of Marketing, Vol. 83, Ss 10-15.
  • Kotler, P. ve Armstrong G. (1996): Principles Of Marketing, Seventh Edition, Prentice Hall International, Inc.
  • Kwaku, A.-A. (1997): Market Orientation And Performance: Do The Findings Established İn Large Firms Hold in The Small Business Sector?, Journal Of Euro-Marketing, Vol. 6 Ss.1-26.
  • Kohli A.K., ve Jaworski B.J. (1990): Market Orientation: The Construct, Research Propositions and Managerial Implications, Journal Of Marketing, Vol.54, ss.1-18.
  • Köksal M.H. ve Özdemir A. (2001): Pazar Yönlülük Ve Öğrenme Yönlülüğün İşletme Performansına Etkileri, 9.Ulusal Yönetim Ve Organizasyon Kongresi Bildiriler Kitabı, İstanbul.
  • Lafferty B., A. Hult G. ve Tomas M. (2001): A Synthesis Of Contemporary Market Orientation Perspectives, European Journal Of Marketing, Vol. 35 No. 1/2, ss. 92-109.
  • Lees-Marshment, Jennifer (2001): The Marriage Of Politics And Marketing, Political Studies, Vol.49, ss. 692-713.
  • Levitt, T. (1969). The Marketing Mode. Mcgraw Hill, New York.
  • Lichental, J.D. ve Wilson, D.T. (1992): Become Market Oriented, Journal of Business Research, Vol.24, ss.191-207.
  • Lock A. ve Harris P. (1996) Political marketing – vive la difference. European Journal of Marketing, vol. 30, no. 10-11, ss. 21-31.
  • McCafferty, P. (1987): The image and the vote: manipulating voters' preferences, Public Opinion Quarterly,Vol. 51, No: 1, ss. 31–47.
  • McQuail D ve Windahl S (1997) Kitle İletişim. Modelleri, Konca Yumlu (çev), İmge Kitabevi, Ankara
  • McKitterick (1957): What İs Marketing Management Concept?, The Frontiers Of Marketing Thought And Science, Frank M. Bass, Ed. Chicago American Marketing Association, ss. 71- 92.
  • Narver J.C. ve Slater S.F. (1990): The Effect of Market Orientation on Business Profitability, Journal of Marketing, Octber, ss.20-35.
  • Narver J. C., Stanley F. Slater,ve Douglas L. MacLachlan (2004): Responsive and Proactive Market Orientation and New-Product Success, Journal of Product Innovation Management, 21, pp.334–347.
  • Newman, B.I. (1994), The Marketing of the President: Political Marketing as Campaign Strategy, Sage, Thousand Oaks, CA,
  • Ogbonna, E. (1993): Managing Organizational Culture: Fantasy Or Reality?, Human Resource Management Journal, 3, 2, ss. 42-54.
  • O’Cass A. (1996): Political Marketing And The Marketing Concept. European Journal Of Marketing, Vol. 30, No.10-11, ss. 45-61
  • Okumuş A. (2007): Dumlupınar Üniversitesi Sosyal Bilimler Dergisi, Pazarlama Anlayışında Siyasal Pazarlamanın Yeri Ve Pazar Konumlarına Göre Siyasi Partilerin Stratejik Analizi, Sayı: 17, Nisan, ss.157-172.
  • Özdemir, S. (2006): Politik Pazarlamada İmaj: Türk Siyasal Yaşamında “Melih Gökçek Örneği ” Yayınlanmamış Yüksek Lisans Tezi, Ankara Üniversitesi, Sosyal Bilimler Enstitüsü, Halkla İlişkiler ve Tanıtım Anabilim Dalı, Ankara.
  • Peng N. ve Chris H.(2007): Political marketing communications planning in the UK and Taiwan: Comparative insights from leading practitioners, Marketing Intelligence & Planning, Volume:25, Issue:5, ss. 483 – 498.
  • Reid, D. M. (1988): Marketing the Political Product, European. Journal of Marketting, ss. 22: 34-47.
  • Rosenberg, S. W., ve P. McCafferty. (1987): The Image and the Vote: Manipulating Voters’ Preferences. Public Opinion Quarterly, 51, ss. 31–47.
  • Ruekert, R. W. (1992): Developing A Market Orientation: An Organisational Strategy Perspective, International Journal Of Research in Marketing, Vol. 9 No. 3, ss. 225- 245.
  • Scammell, M. (1999): Political Marketing: Lessons For Political Science, Political Studies, Vol. 47, ss.718-39
  • Selnes, F., Jaworskı, B.J. ve Kohli, A.K. (1996): Market Orientation in United States And Scandinavian Companies: A Cross-Cultural Study, MSI Report Number 97-107, Marketing Science Institute, Cambridge.
  • Shapiro, B. (1988): What The Hell is `Market-Oriented'?, Harvard Business Review, November-December, ss. 119- 125.
  • Siguaw, J.A., Brown, G. Ve Widing, R.E. (1994): The Influence Of Market Orientation Of The Firm On Sales Force Behavior And Attitudes, Journal Of Marketing Research, Vol. 31, February, ss. 106-116.
  • Siguaw, J.A., Simpson, P.M. ve Baker, T.L. (1998): Effects Of Supplier Market Orientation On Distributor Market Orientation And The Channel Relationship: The Distributor Perspective, Journal Of Marketing, Vol. 62, July, ss. 99-111.
  • Smith G. ve Hirst A. (2001): Strategic Political Segmentation: A New Approach For A New Era Of Political Marketing. European Journal of Marketing, Vol. 35, No.9-10, Ss. 1058-1073.
  • Tan, A. (1998): Politik Pazarlama Ve Kahramanmaraş Örneği. Cumhuriyet Üniversitesi, Sosyal Bilimler Enstitüsü, Yayınlanmamış Doktora Tezi.
  • Tan, A. (2001): Politik Pazarlama Uygulamalarında Baskı Gruplarının Yeri ve Önemi, Pazarlama Dünyasi, 38 -40 yıl: 15, Mart-Nisan, sayı: 2001-2, ss. 38-40.
  • Taşdemir, E. (2005): 1980 Sonrası Türk Basını, Türk Siyasi Hayatı, Selçuk Üniversitesi İletişim Dergisi, 3,4, ss.173-180
  • Taylor, P. (1990): See How They Run: Electing the President in an North Easton, MA 0235 7, Age of Mediocracy (Alfred A. Knopf, New York, N.Y.).
  • Tek, Ö.B. ve Özer P.S. (1999): Pazar Yönlülük Ve Örgütsel Öğrenme Teorilerinin Türkiye’de Kar Amaçsız Kuruluşlara Uyarlanması, 4. Ulusal Pazarlama Kongresi Bildiri Kitabı, 18-20 Kasım Antakya, Ss.59-67.
  • Turan, İ. (1996) Siyasal Sistem ve Siyasal Davranış. Der Yayınları, İstanbul.
  • Turner, G. B. ve Spencer, B.(1997): Understanding The Marketing Concept As Organizational Culture, European Journal Of Marketing, .Vol.31, Iss. 2; ss. 110. Wolton D (1992): Televizyon Ve Politika: Demokratik Oyunun Bozulması Mı?, Oya Tatlıpınar (Çev), Charon, Jean-Marie (Der), Medya Dünyası, İletişim Yayınları, İstanbul.
  • Webster, F. E., Jr. (1988): Rediscovering The Marketing Concept, Business Horizons, 31 (3), ss.29-39.
  • Wong, V., Saunders, J., Doyle, P. (1989): The Barriers To Achieving Stronger Market Orientation In British Companies: An Exploratory Study, Proceedings Of The 22nd Marketing Education Group Conference, ss.35-64.
  • Wring D. (1996): Political Marketing and Party Development in Britain: A Secret History, European Journal of Marketing, Vol. 30, No.10-11, ss.100-111.
  • Wring D. (1997): Reconciling Marketing with political science: theories of political marketing. Journal of Marketing Management, Vol. 13, ss.651-663.
There are 81 citations in total.

Details

Other ID JA87TG82GH
Journal Section Research Article
Authors

Nazlı Ayşe Ayyıldız Ünnü This is me

Publication Date November 1, 2009
Published in Issue Year 2009 Volume: 9 Issue: 4

Cite

APA Ayyıldız Ünnü, N. A. (2009). THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING. Ege Academic Review, 9(4), 1243-1273.
AMA Ayyıldız Ünnü NA. THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING. ear. November 2009;9(4):1243-1273.
Chicago Ayyıldız Ünnü, Nazlı Ayşe. “THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING”. Ege Academic Review 9, no. 4 (November 2009): 1243-73.
EndNote Ayyıldız Ünnü NA (November 1, 2009) THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING. Ege Academic Review 9 4 1243–1273.
IEEE N. A. Ayyıldız Ünnü, “THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING”, ear, vol. 9, no. 4, pp. 1243–1273, 2009.
ISNAD Ayyıldız Ünnü, Nazlı Ayşe. “THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING”. Ege Academic Review 9/4 (November 2009), 1243-1273.
JAMA Ayyıldız Ünnü NA. THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING. ear. 2009;9:1243–1273.
MLA Ayyıldız Ünnü, Nazlı Ayşe. “THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING”. Ege Academic Review, vol. 9, no. 4, 2009, pp. 1243-7.
Vancouver Ayyıldız Ünnü NA. THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING. ear. 2009;9(4):1243-7.