UNCERTAINTIES DURING THE EVOLUTION OF MARKETING

Year 2017, Volume: 6 Issue: 3, 37 - 45, 01.09.2017

Mesut Çiçek

Abstract

In the literature, there are several issues regarding
to marketing which has not been finalized yet during the decades. In this
context, the objective of this paper is to represent the uncertainties of the
marketing during the development of marketing thought. To indicate that
effectively, the author will try to ascertain the answers of the following
critical questions providing several examples: “Is marketing a distinct field
in social sciences?” “Is marketing a science?” “What is the scope of
marketing?” and “Do the marketing practitioners and academics collaborate to be
more effective” “Is marketing losing its territories”.

Keywords

marketing

PAZARLAMANIN EVRİM SÜRECİNDE KARŞILAŞILAN BELİRSİZLİKLER

Abstract

Literatürde,
pazarlama bilim dalı ile ilgili yıllardır nihayete erdirilememiş birçok konu
mevcuttur. Bu bağlamda bu çalışmanın amacı pazarlama biliminin ve teorisinin
gelişme ve evirilme süresince karşılaşılan belirsizlikleri ortaya çıkarmaktır.
Bunu daha etkin bir şekilde ortaya koyabilmek için yazar aşağıdaki kritik
soruları teorik olarak ve örnekler aracılığı ile cevaplamaya çalışacaktır.
“Pazarlama sosyal bilimlerde farklı bir bilim dalı mıdır?”, “Pazarlama Bilim
midir?”, “Pazarlamanın kapsamı nedir?”, Pazarlama bazı alanlarını kayıp mı
ediyor?”, “Daha etkin olabilmek için pazarlama akademisyenleri ve pratisyenleri
iş birliğine mi gitmelidirler?”. 

Keywords

pazarlama

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