ERIC SHAW’UN PAZARLAMA TARİHİ VE DÜŞÜNCESİ ÜZERİNE YAPTIĞI ARAŞTIRMALARA İLİŞKİN BİR DERLEME

Year 2021, , 48 - 73, 17.02.2021

Tuğçe Ezgi Soyaltın

https://doi.org/10.51947/yonbil.867754

Abstract

Amaç – Bu çalışmanın amacı, Er6c Shaw’un pazarlama tar6h6 ve düşünces6 üzer6ne yaptığı
araştırmalar doğrultusunda pazarlamanın b6r b6l6m olarak n6telend6r6l6p
n6telend6r6lemeyeceğ6n6n ve b6r teor6s6n6n olup olamayacağının araştırılmasıdır. Yapılan
araştırma, l6teratürde hâlâ devam etmekte olan b6l6m-sanat tartışmalarına yol göstermes6
açısından öneml6d6r.
Tasarım/metodoloji/yaklaşım – Yapılan araştırmada veriler, ikincil kaynaklardan elde
edilmiştir. Eric Shaw’un 1976’dan günümüze kadar yazdığı bütün makale, kitap, kitap bölümü
ve kongre bildirilerinin incelenmesi yoluyla çalışma oluşturulmuştur.
Bulgular – Pazarlamanın bir düşüncesi ve tarihi olduğu, bu tarihin oluşmasında düşünce
okullarının önemli bir paya sahip olduğu, insanoğlunun varlığından bu yana farklı boyutlarda
pazarlamanın varlığının süregeldiği ve zamanla değişime uğradığı, 4p’nin pazarlamanın
geçmişinden bugüne dek gelişerek birikimli bir şekilde oluştuğu, teorisinin olabileceği,
günümüzde bilim mi, sanat mı sorularından çok neleri kapsadığının daha önemli hale geldiği;
çünkü bilim ve sanat kavramlarının bile tartışmaya açık kavramlar olduğu, ürün yaşamının
gelişimi ve dönüşümünün geçmişe oranla hızlandığı, tüketicilerin değer, nostalji vb.
kavramlardan etkilenerek satın alma kararları verdikleri ve pazarlamanın yönetimsel boyutunun
da gelişmesinde önemli bir faktör olduğu sonuçlarına ulaşılmıştır.
Orijinallik/değer – Literatürde yoğun bir şekilde pazarlamanın tarihi, teorileri, oturtulduğu
düşünce yapısı ve günümüze olan gelişimi hakkında farklı yazarlar tarafından yapılan
araştırmaların olduğu gözlemlenmiştir. Bu yazarların en önemlilerinden birisi de Eric
Shaw’dur. Shaw geçmişten günümüze konuyla spesifik olarak ilgilenmiş yazarlarla ilgili olarak
çalışmalar yapmış, makaleler yazmıştır. Bu araştırma, Eric Shaw üzerine yapılmış olup yazarın
bugüne kadar literatürde bulduğu ve literatüre kattığı önemli kavramların ortaya koyulduğu bir
çalışmadır. Çalışma, literatürde Eric Shaw üzerine yapılmış ilk araştırma olması bakımından
önemlidir.

Keywords

Eric Shaw, Pazarlama Tarihi, Pazarlama Düşüncesi, Pazarlama Teorisi, Pazarlama Okulları, Tüketici Davranışları

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