The Mutual Relationship between Marketing and Society

Mesut Çiçek

doi:10.15869/itobiad.465784

TR EN

The Mutual Relationship between Marketing and Society

Abstract

After the emergence of marketing as a discipline in the early 1900’s, the scope of marketing experienced a constant change and development. However, the researchers have not yet arrived at a conclusion about the scope of marketing. When the debates on the scope of marketing is analyzed, it may be seen that the relationship between the social issues and marketing is one of the issues at the core. In this context, the present study aims to analyze the relationship between society and marketing from different perspectives such as macromarketing, social marketing, social exchange and consumer behavior. Based on the evaluation of the relevant literature, it is suggested that the definition of marketing should be made from the social perspective, for the concepts of marketing and society are indispensable for each other. Thus, society is crucial for the marketing and vice versa. The relationship between the two is essential for enhancing the quality of life and making the world more liveable.

Keywords

Social Marketing,Macro Marketing,Social Exchange,Marketing,Society

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Details

Primary Language

English

Subjects

-

Journal Section

Research Article

Authors

Mesut Çiçek ^*
0000-0001-8046-1293
Türkiye

Publication Date

December 29, 2018

Submission Date

September 30, 2018

Acceptance Date

December 23, 2018

Published in Issue

Year 2018 Volume: 7 Number: 5

DOI

https://doi.org/10.15869/itobiad.465784

IZ

https://izlik.org/JA35TW55MD

APA

Çiçek, M. (2018). The Mutual Relationship between Marketing and Society. İnsan Ve Toplum Bilimleri Araştırmaları Dergisi, 7(5), 117-133. https://doi.org/10.15869/itobiad.465784

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SOSYAL PAZARLAMADA İNOVASYONUN ÖNEMİ VE HAZIR GİYİM SEKTÖRÜ ÜZERİNE NİTEL BİR ARAŞTIRMA

Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi

https://doi.org/10.25287/ohuiibf.1546887

Journal of the Human and Social Science Researches is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License (CC BY NC).

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The Mutual Relationship between Marketing and Society

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The Mutual Relationship between Marketing and Society

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SOSYAL PAZARLAMADA İNOVASYONUN ÖNEMİ VE HAZIR GİYİM SEKTÖRÜ ÜZERİNE NİTEL BİR ARAŞTIRMA