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POSTMODERN PAZARLAMA VE ZITLIKLARIN BİRLİKTELİĞİ

Year 2017, Volume: 3 Issue: 6, 254 - 266, 01.12.2017

Aytaç Erdem

Abstract

20 yüzyılın sonlarında hemen hemen her alanda etkisini göstermeye başlayan postmodern düşünce; felsefe, edebiyat, psikoloji, sosyoloji gibi birçok alanın yanında pazarlama alanında da etkisini göstermektedir. Hızlı gelişen teknoloji, modernizmden postmodernizme geçişi hızlandırmış ve kültürde yaygın bir değişime yol açmıştır. Pazarlama faaliyetlerinin kültüre bağımlı olarak hareket etmesi, bu kültürleri yansıtmak adına pazarlamada farklı gelişmelere yol açmaktadır. Birbiri ile ilişkisi olmayan sahneler ve kişiliklerin bir arada olması sonucu tüketiciler tüketim faaliyetlerini mevcut ortama göre şekillendirmişlerdir. Postmodern kültürün “zıtlıkların birlikteliği” koşulu “Her şey kabul edilir” söyleminin en önemli dayanağıdır

Keywords

Postmodernizm Postmodern pazarlama Zıtlıkların birlikteliği

References

  • Addis, M. ve Podesta, S. (2005), “Long life to marketing research: a postmodern view”. European Journal of Marketing, 39 (3/4), 386-412.
  • Brown S. (1993), “Postmodern Marketing?”, European Journal of Marketing, 27(4), 19-34.
  • Berthon, P. ve Katsikeas C. (1998), “Essai: Weaving postmodernism”, Internet Research, 8(2), 149–155.
  • Brown, S. (2006), “Recycling Postmodern Marketing”, The Marketing Review,6, 211-230.
  • Christopher, M. (1989), “The existential consumer”, European Journal of Marketing, 23( 8), 80-84.
  • Elliot, R. (1997), “Existential consumption and irrationnal desire”, European Journal of Marketing, 31(3/4), 285-296.
  • Fırat A.F. (1991), “The Consumer in Postmodernity”, Advances in Consumer Research, 18, 70-76.
  • Fırat A.F. (1992), “Postmodernism and the Marketing Organization”, Journal of Organizational Change Management, 5(1), 79-83.
  • Firat, A.F. ve Venkatesh, A. (1993), “Postmodernity: the age of marketing”, International Journal of Research in Marketing, 10 (3), 227-49.
  • Firat, F.A., Dholakia, N. ve Venkatesh, A.. (1995), “Marketing in a postmodern World”, European Journal of Marketing, 29(1), 40–56.
  • Firat, A.F. ve Dholakia, N. (2006), “Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing”, Marketing Theory, 6(2), 123–162.
  • Fırat A.F., ve Shultz C.J. (1997), “From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era”, Europesn Journal of Marketing, 31(3/4), 183-207.
  • Gitlin, T. (1989), Postmodernism: roots and politics, in Angus, I. and Jhally, S. (Eds), Cultural Politics in Contemporary America, New York: Routledge
  • Hamouda, M. (2012), “Postmodernism and Consumer Psychology: Transformation or Break?” International Journal of Academic Research in Business and Social Sciences, 2(1), 96-117.
  • Jang, S., Liu, Y. ve Namkung, Y. (2011), “Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants”, International Journal of Contemporary Hospitality Management, 23(5), 662-680.
  • Jorgensen, P.E. ve Yde, M. H. (2010), Branding in a Postmodern society- Green as a Differentiation Factor, Basılmamış Lisans tezi
  • Malka, A.G., Grobler, A. ve Strasheim, A. (2013), “Suggesting new communication tactics using digital media to optimise postmodern traits in marketing”, South African Journal for Communication Theory and Research, 39(1), 122- 143.
  • Nooteboom, B. (1992), “A postmodern philosophy of markets”, International Studies of Management and Organisation, 22(2), 53-76.
  • Odabaşı, Y. (2012), Post Modern Pazarlama,İstanbul: MediaCat
  • Procter, T. ve Kitchen, P. (2002), “Communication in postmodern integrated marketing” Corporate Communications: An International Journal, 7(3), 144–154.
  • Sandikci, O. ve Omeraki, S. (2007), “Globalization and Rituals: Does Ramadan Turn into Christmas?”, Advances in Consumer Research?, 34, 610-615
  • Yeygel, S. (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”. Bilig, 38, 197-228

Year 2017, Volume: 3 Issue: 6, 254 - 266, 01.12.2017

Aytaç Erdem

Abstract

Since the end of 20th century, postmodern thought which can be seen in almost every field has an impact on philosophy, literature, psychology, sociology as well as marketing. Rapidly developing technology has accelerated the transition from modernism to postmodernism and has led to widespread changes in culture. As a result of Marketing activities acting as culture dependent, different developments in marketing are used to reflect these cultures. Because of that scene and personalities which not related to each other coexist;consumers have shaped their consumption activities according to the current atmosphere. The element of postmodernism, “Juxtaposition of opposites”, is one of the main foundation of the saying “anything can be juxtaposed to anything else”

Keywords

Postmodernism Postmodern marketing Juxtaposition of opposites

References

  • Addis, M. ve Podesta, S. (2005), “Long life to marketing research: a postmodern view”. European Journal of Marketing, 39 (3/4), 386-412.
  • Brown S. (1993), “Postmodern Marketing?”, European Journal of Marketing, 27(4), 19-34.
  • Berthon, P. ve Katsikeas C. (1998), “Essai: Weaving postmodernism”, Internet Research, 8(2), 149–155.
  • Brown, S. (2006), “Recycling Postmodern Marketing”, The Marketing Review,6, 211-230.
  • Christopher, M. (1989), “The existential consumer”, European Journal of Marketing, 23( 8), 80-84.
  • Elliot, R. (1997), “Existential consumption and irrationnal desire”, European Journal of Marketing, 31(3/4), 285-296.
  • Fırat A.F. (1991), “The Consumer in Postmodernity”, Advances in Consumer Research, 18, 70-76.
  • Fırat A.F. (1992), “Postmodernism and the Marketing Organization”, Journal of Organizational Change Management, 5(1), 79-83.
  • Firat, A.F. ve Venkatesh, A. (1993), “Postmodernity: the age of marketing”, International Journal of Research in Marketing, 10 (3), 227-49.
  • Firat, F.A., Dholakia, N. ve Venkatesh, A.. (1995), “Marketing in a postmodern World”, European Journal of Marketing, 29(1), 40–56.
  • Firat, A.F. ve Dholakia, N. (2006), “Theoretical and philosophical implications of postmodern debates: Some challenges to modern marketing”, Marketing Theory, 6(2), 123–162.
  • Fırat A.F., ve Shultz C.J. (1997), “From Segmentation to Fragmentation: Markets and Marketing Strategy in the Postmodern Era”, Europesn Journal of Marketing, 31(3/4), 183-207.
  • Gitlin, T. (1989), Postmodernism: roots and politics, in Angus, I. and Jhally, S. (Eds), Cultural Politics in Contemporary America, New York: Routledge
  • Hamouda, M. (2012), “Postmodernism and Consumer Psychology: Transformation or Break?” International Journal of Academic Research in Business and Social Sciences, 2(1), 96-117.
  • Jang, S., Liu, Y. ve Namkung, Y. (2011), “Effects of authentic atmospherics in ethnic restaurants: investigating Chinese restaurants”, International Journal of Contemporary Hospitality Management, 23(5), 662-680.
  • Jorgensen, P.E. ve Yde, M. H. (2010), Branding in a Postmodern society- Green as a Differentiation Factor, Basılmamış Lisans tezi
  • Malka, A.G., Grobler, A. ve Strasheim, A. (2013), “Suggesting new communication tactics using digital media to optimise postmodern traits in marketing”, South African Journal for Communication Theory and Research, 39(1), 122- 143.
  • Nooteboom, B. (1992), “A postmodern philosophy of markets”, International Studies of Management and Organisation, 22(2), 53-76.
  • Odabaşı, Y. (2012), Post Modern Pazarlama,İstanbul: MediaCat
  • Procter, T. ve Kitchen, P. (2002), “Communication in postmodern integrated marketing” Corporate Communications: An International Journal, 7(3), 144–154.
  • Sandikci, O. ve Omeraki, S. (2007), “Globalization and Rituals: Does Ramadan Turn into Christmas?”, Advances in Consumer Research?, 34, 610-615
  • Yeygel, S. (2006), “Postmodern Toplumsal Yapının Pazarlamaya Getirdiği Yeni Boyut: Topluluk Pazarlaması (Tribal Marketing)”. Bilig, 38, 197-228
There are 22 citations in total.

Details

Primary Language Turkish
Journal Section Research Article
Authors

Aytaç Erdem This is me

Publication Date December 1, 2017
Published in Issue Year 2017 Volume: 3 Issue: 6

Cite

APA Erdem, A. (2017). POSTMODERN PAZARLAMA VE ZITLIKLARIN BİRLİKTELİĞİ. Giresun Üniversitesi İktisadi Ve İdari Bilimler Dergisi, 3(6), 254-266.
  • Journal of Economics & Administrative Sciences