Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme

Yıl 2019, Cilt: 10 Sayı: 1, 128 - 139, 25.03.2019

Murat Ödemiş , Azize Hassan

Öz

Yakın dönemde önemi daha iyi anlaşılmaya
başlayan pazarlama, felsefi ve teorik açıdan gelişimini sürdürmektedir. Bilim
olup olmadığı tartışmalarıyla başlayan pazarlamanın felsefi ve teorik gelişimi,
içinde bulunduğu dönemin rekabet şartlarından ve diğer koşullarından
etkilenerek günümüze kadar devam etmiştir. Bu çalışmada, pazarlama
felsefelerinin tarihsel gelişimi yazarların görüşleri doğrultusunda
incelenmiştir. Yapılan incelemelere dayanılarak; yazarların dönemsel olarak pazarlama
felsefelerine ilişkin olarak farklı görüşler sunup sunmadıkları, pazarlamanın
felsefi ve teorik açıdan ne derece gelişme kaydettiği ortaya konmaya
çalışılmıştır. Çalışmanın sonuçlarına göre, pazarlama literatüründe
pazarlamanın felsefi ve teorik gelişimi açısından benzer görüşlerin yanında,
çok farklı görüşlerin de ileri sürüldüğü belirlenmiştir. Ayrıca pazarlama
felsefelerinin tarihsel açıdan, genel olarak müşteri odaklılık öncesi dönem ve
müşteri odaklılık dönemi olmak üzere iki farklı döneme ayrıldığı söylenebilir.

Anahtar Kelimeler

Pazarlama Felsefeleri, Pazarlama Teorileri

An Investigation on Historical Development of Marketing Philosophies

Öz

Marketing, which started to be understood better the
importance recently, sustains its
philosophical and theoretical development. The philosophical and theoretical development of marketing,
which began with the discussion of whether it is science or not, has continued
until today, influenced by the competitive conditions and other conditions of
the period. In this
study, the historical development of marketing philosophies is examined
according to the opinions of the authors.
Based on reviews; it has been tried to determine whether the authors
present different opinions about marketing philosophies, and how far the
marketing has progressed in terms of philosophical and theoretical. According to the results of the
study, it is determined that there are both similar and very different opinions
in terms of philosophical and theoretical development of marketing in the
marketing literature. In addition, it can be said
that marketing philosophies have historically been divided into two different
periods: the pre-period of customer orientation and the period of customer
orientation

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