Robert Bartels’in Pazarlama Literatürüne Katkıları

Year 2025, Volume: 10 Issue: 3, 432 - 447, 08.11.2025

Serkan Soyak

Abstract

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.

Keywords

Robert Bartels , Pazarlama Düşüncesi , Pazarlama Teorisi

The Contributions of Robert Bartels to The Marketing Literature

Abstract

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.

Keywords

Robert Bartels , Marketing Thought , Marketing Theory

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