DÜNDEN BUGÜNE MAKRO PAZARLAMANIN DEĞİŞİMİNİN TEORİK OLARAK İNCELENMESİ

Yıl 2022, Cilt: 13 Sayı: 2, 707 - 726, 31.12.2022

Ozge Habiboglu

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

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

Destekleyen Kurum

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Proje Numarası

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Teşekkür

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

Öz

Macro marketing is an approach that emerged from the idea that marketing activities have an impact on society and that society also affects marketing activities. Although there is no agreed definition in the literature for the concept, there are definitions accepted by most researchers. The present study describes the starting point of macro marketing, its difference from micro marketing, and how researchers developed the macro marketing discipline in periods. The aim of the study is to present the historical development of macro marketing and to reveal the way researchers should follow in order to develop the discipline in the future. In this context, studies that have important contributions to the emergence and development of macro markets are discussed. As a result of the literature review, it was seen that in each period, researchers focused on certain concepts, and tried to develop them, and the focus of the macro marketing concept changed as time progressed.

Anahtar Kelimeler

Macro marketing, marketing systems, schools of thought

Proje Numarası

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Kaynakça

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