DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ

Ozge Habiboglu

doi:10.54688/ayd.1110663

EN TR

DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ

Öz

Makro pazarlama temelde pazarlama faaliyetlerinin topluma etkisi olduğu ve toplumun da pazarlama faaliyetlerini etkilediği düşüncesinden doğmuş olan bir yaklaşımdır. Kavrama yönelik literatürde fikir birliğine varılmış bir tanım olmamakla birlikte, çoğu araştırmacının kabul ettiği tanımlar yer almaktadır. Mevcut çalışma makro pazarlamanın çıkış noktasını, mikro pazarlamadan farkını, araştırmacıların makro pazarlama disiplinini nasıl geliştirdiğini dönemler halinde anlatmaktadır. Çalışmanın amacı, makro pazarlamanın tarihsel gelişimini sunmak ve gelecekte disiplinin gelişebilmesi için araştırmacıların nasıl bir yol izlemeleri gerektiğini yapılmış çalışmalarla ortaya koymaktır. Bu kapsamda makro pazarlanın çıkışında ve gelişmesinde önemli katkıları olan çalışmalar ele alınmıştır. Literatür incelemesi sonucu, her dönemde araştırmacıların belirli kavramlar üzerinde odaklandıkları, onlara geliştirmeye çalıştıkları ve makro pazarlama kavramının zaman ilerledikçe odaklandığı noktaların değiştiği görülmüştür.

Anahtar Kelimeler

Makro pazarlama , Pazarlama sistemleri , Düşünce okulları

Kaynakça

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Ayrıntılar

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Türkçe

Konular

İşletme

Bölüm

Derleme

Yazarlar

Ozge Habiboglu ^*
0000-0001-5312-5024
Türkiye

Yayımlanma Tarihi

31 Aralık 2022

Gönderilme Tarihi

28 Nisan 2022

Kabul Tarihi

15 Aralık 2022

Yayımlandığı Sayı

Yıl 2022 Cilt: 13 Sayı: 2

DOI

https://doi.org/10.54688/ayd.1110663

IZ

https://izlik.org/JA94AE54NC

APA

Habiboglu, O. (2022). DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ. Journal of Academic Approaches, 13(2), 707-726. https://doi.org/10.54688/ayd.1110663

DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ

THEORETICAL EXAMINATION OF THE CHANGES OF MACRO MARKETING FROM PAST TO PRESENT

Abstract

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DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ

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