POLİTİK PAZARLAMADA PAZAR YÖNLÜLÜK VE OTANTİK LİDERLİĞİN ÖNEMİ

Öz

Pazar ve müşteri yönlülük kavramlarının kökeninin 18. yüzyılda Adam Smith’in “Ulusların Zenginliği” adlı kitabına kadar dayandığı söylenebilir. Bu kitapta yer alan “Üretimin tek ve nihai amacı ve nedeni tüketimdir ve üretimin çıkarı ancak tüketicinin menfaatini kollamakla ilgili olmalıdır” cümlesi kavramlara vurguyu net bir şekilde ortaya koymaktadır. Ancak birçok makalede pazar yönlülüğün kökeninin Drucker (1954)’a dayandığı belirtilmektedir. Özellikle 1987 yılında Pazarlama Bilim Enstitüsü tarafından gerçekleştirilen konferanstan sonra pazar yönlülük kavramına ilişkin ilgide patlama yaşanmıştır (Helfert vd.; 2002: 1122). Pazarlama kavramının değişen yüzü kapsamında fikirlerin, ideolojilerin, bireylerin pazarlanmaya başlaması ile politik pazarlama kavramı gündeme gelmiştir. Politik pazarlama; ürün-odaklı, satış odaklı ve pazar-odaklı olmak üzere çeşitli yönelimlerin etkisinde kalmaktadır. Bir örgütte meydana gelen tüm süreçlerde etken rol oynayan lider; parti bağlamında değerlendirildiğinde de bu yönelimleri seçmede ve pazar yönlülüğü hayata geçirmede önemli bir figür olarak karşımıza çıkmaktadır. Bu çalışmada politik pazarlamada pazarlama yaklaşımının uygulaması olan pazar yönlülük ve liderliğin önemi tartışılmaya çalışılmakta; etik liderliği kapsayan otantik liderlik kavramına ve kavramın politik pazarlama açısından uygulamalarına atıfta bulunulmaktadır.

Anahtar Kelimeler

• Pazar-yönlülük, politik pazarlama, otantik liderlik

THE IMPORTANCE OF MARKET ORIENTATION AND AUTHENTIC LEADERSHIP IN POLITICAL MARKETING

Öz

The origins of the construct of market and customer orientation can be tracked back to Adam Smith’s “Wealth of Nations” in eighteenth century. In this book; the sentence “consumption is the sole end and purpose of all production and the interest of producer should be attended to only so far as it may be necessary for promoting that of the consumer” highlights the importance given to these concepts. However; most articles refer to Drucker (1954) as the roots of market orientation. After a conference held by Marketing Science Institute in 1987, interest in this area has increased significantly (Helfert et al., 2002: 1122). In the context of changing face of marketing; ideas, ideologies and people have been marketed. These developments lead to emergence of political marketing. Political marketing is influenced by different orientations such as salesorientation, product orientation and market orientation. As the leader plays an essential role in all processes occuring in organizations; he/she will also have important effects on selecting any of these orientations and implementing market orientation. In this context; the importance of marketing approach, market orientation and leadership is discussed. The implications of authentic leadership in the context of political marketing is studied.

Anahtar Kelimeler

• Market orientation, political marketing, authentic leadership

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