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İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları

Yıl 2006, Sayı 2, 1 - 16, 01.09.2006

Öz

İlişkisel pazarlama, literatürde 1990’lı yıllar ile birlikte pazarlama karmasının sınırlılığı karşısında bir paradigma değişimi olarak tartışılmaya başlanmıştır. İlişkisel pazarlama teorisinin temellerini iki alandaki gelişmeler oluşturmaktadır. Bunlar, İskandinav Okulu’nun yaklaşımı olan hizmet pazarlaması ve yönetimi ile Endüstriyel/Uluslararası Pazarlama ve Satın Alma IMP Grubu tarafından geliştirilen etkileşim ve şebeke yaklaşımlarıdır. Bu çalışmanın amacını, endüstriyel pazarlama alanında ortaya çıkan etkileşim ve şebeke yaklaşımlarını, Endüstriyel/Uluslararası Pazarlama ve Satın Alma IMP Grubunun çalışmaları çerçevesinde detaylı bir şekilde incelemek oluşturmaktadır. Endüstriyel pazarlama alanında geliştirilen etkileşim ve şebeke yaklaşımları pazarlama teorisinde önemli değişimleri beraberinde getirmekte ve pazarlama karması paradigmasının geçerliliğini sorgulamaktadır

Kaynakça

  • Axelsson, B. (1995), “The development of network research” Möller, F. Ve Wilson, D (Ed.) Business Marketing: An Interaction and Network Perspective. 111-138, Kluwer Academic Publishers, USA.
  • Baker, M, J. (2000).” Marketing-philosophy or function?” Marketing Theory: A Student text içinde, ed. M.J. Baker, Business Press. London.
  • Brenan, R ve Turnbull, P (1998). “Adaptations in buyer-seller relationships” Network Dynamics in Inter- national Marketing içinde, Naude, P ve Turnbull, P (Ed.), 26-42, Elsevier Scince, UK.
  • Ford, D. (1990). Understanding Business Markets: Interaction, Relationships and Networks. Academic Press, London.
  • Ford, D (1998). “Two decades of interaction, relationships and networks” Network Dynamics in Interna- tional Marketing içinde, Naude, P ve Turnbull, P (Ed.), 3-15, Elsevier Science, UK.
  • Ford, D. (2002). ”Distribution, internationalization and networks: solving old problems, learning new things and forgetting most of them” International Marketing Review, 19(3), 225-235.
  • Grönross, C.(1989). “Defining marketing: a market- oriented approach” European Journal of Marketing, 23(1), 52-60.
  • Grönross, C. (1990). ”Marketing redefined” Management Decision, 28(8), 5-9.
  • Grönross, C. (1994a). ”From marketing mix to relationship marketing: towards a paradigm shift in mar- keting” Management Decision, 32(2), 4-20.
  • Grönross, C. (1994b). ”Quo Vadis, marketing? Toward a relationship marketing Paradigm” Journal of Marketing Management, 10, 347-360.
  • Gummesson, E. (1996) “Relationship marketing and imaginary organizations: a synthesis” European Journal of Marketing, 30(2), 31-43.
  • Gummesson, E. (1997). “Relationship marketing as a paradigm shift: some conclusions from the 30R approach” Management Decision, 35/4, 297-272.
  • Gummesson, E. (2002a). ”Practical value of adequate marketing management theory” European Jour- nal of Marketing, 36(3), 325-349.
  • Gummesson, E (2002b). “Relationship marketing and a new economy: it’s time for de-programming” Journal of Services Marketing, 16(7), 585-589.
  • Gummesson, E; Lethinen, U ve Grönross, C. (1997). “Comment on Nordic perspectives on relationship marketing” European Journal of Marketing, 31(1), 10-16.
  • Hakansson, H. (1982). International Marketing and Purchasing of Industrial Goods: An Interaction Approach., Chichester, Wiley.
  • Hakansson, H. ve Johanson, J. (1990). “Formal and informal cooperation strategies in international industrial networks”. Ford, D. (Ed.) Understanding Business Markets: Interaction, Relationships and Networks. 459-457. Academic Press, London.
  • Hakansson, H. ve Snehota, I. (1990). “No business is an island: the network concept of business strat- egy”. Ford, D. (Ed.) Understanding Business Markets: Interaction, Relationships and Networks. 526-539. Academic Press, London.
  • Hakansson, H. ve Ford, D. (2002). ”How should companies interact in business networks” Journal of Business research, 55, 133-139.
  • Mattsson, L. (1985), “An application of a network approach to marketing: defending and changing market positions” Dholakia, N. ve Arndt, J. (Ed.) Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory. 263-289, Jai Press Inc, London.
  • Mazet, F.; Salle, R. ve Spencer, R. (1995), “International Networks and international network strategies: networks in different cultural contexts” Möller, F. ve Wilson, D (Ed.) Business Marketing: An In- teraction and Network Perspective. 351-374, Kluwer Academic Publishers, USA.
  • Möller, F. ve Wilson, D. (1995). Business Marketing: An Interaction and Network Perspective, USA, Kluwer Academic Publishers.
  • Üner, M, M (2003). ‘’Pazarlama Tanımı Üzerine’’ Pİ Dergisi, Nisan, 44-57.
  • Palmer, R; Lindgreen, A ve Vanhamme, J. (2005). “Relationship marketing: schools of thought and future research directions” Marketing Intelligence and Planning, 23(3), 313-330.
  • Pells, J. (1999). ”Exchange relationships in consumer markets?” European Journal of Marketing, 33 (1/2), 19-37.
  • Tikkanen, H. (1998). “The network approach in analyzing international marketing and purchasing opera- tions :a case study of a European SME’s focal net 1992-1995” Journal of Business and Indus- trial Marketing, 13(2), 109-131.
  • Turnbull, P; Ford, D ve Cunninghan, M. (1996). “Interaction, relationships and networks in business markets: an evolving perspective “Journal of Business and Industrial Marketing, 13(3/4), 44-62.
  • Wilkinson, I. (2001). “A history of network and channels thinking in marketing in the 20th century” Aus- tralisian Marketing Journal, 9(2), 23-52.
  • Wilkinson, I ve Young, L. (2002). “On operating firms relations and networks” Journal of Business Re- search, 55, 123-132.
  • Zolkiewski, J. ve Turnbull, P. (2002). “Do relationship portfolios and networks provide the key to suc- cessful relationship management?” Journal of Business and Industrial Marketing, 17(7), 575- 597.

THEORETICAL BASES OF RELATIONSHIP MARKETING: INTERACTION AND

Yıl 2006, Sayı 2, 1 - 16, 01.09.2006

Öz

Relationship marketing has been entered the marketing literature as a paradigm shift by the 1990’s alternative to the limitations of marketing mix paradigm. Developments in two areas form the theoretical bases of relationship marketing. These are; Nordic School of services marketing and management approach and interaction and network approaches which are developed by Industrial /International Marketing and Purchasing Group IMP . The aim of this study is to examine the theoretical bases of relationship marketing. Thus the interaction and network approaches to industrial marketing according to Industrial /International Marketing and Purchasing Group IMP studies are discussed in detail. The interaction and network approaches to industrial marketing bring significant changes in marketing theory questioning the marketing mix paradigm

Kaynakça

  • Axelsson, B. (1995), “The development of network research” Möller, F. Ve Wilson, D (Ed.) Business Marketing: An Interaction and Network Perspective. 111-138, Kluwer Academic Publishers, USA.
  • Baker, M, J. (2000).” Marketing-philosophy or function?” Marketing Theory: A Student text içinde, ed. M.J. Baker, Business Press. London.
  • Brenan, R ve Turnbull, P (1998). “Adaptations in buyer-seller relationships” Network Dynamics in Inter- national Marketing içinde, Naude, P ve Turnbull, P (Ed.), 26-42, Elsevier Scince, UK.
  • Ford, D. (1990). Understanding Business Markets: Interaction, Relationships and Networks. Academic Press, London.
  • Ford, D (1998). “Two decades of interaction, relationships and networks” Network Dynamics in Interna- tional Marketing içinde, Naude, P ve Turnbull, P (Ed.), 3-15, Elsevier Science, UK.
  • Ford, D. (2002). ”Distribution, internationalization and networks: solving old problems, learning new things and forgetting most of them” International Marketing Review, 19(3), 225-235.
  • Grönross, C.(1989). “Defining marketing: a market- oriented approach” European Journal of Marketing, 23(1), 52-60.
  • Grönross, C. (1990). ”Marketing redefined” Management Decision, 28(8), 5-9.
  • Grönross, C. (1994a). ”From marketing mix to relationship marketing: towards a paradigm shift in mar- keting” Management Decision, 32(2), 4-20.
  • Grönross, C. (1994b). ”Quo Vadis, marketing? Toward a relationship marketing Paradigm” Journal of Marketing Management, 10, 347-360.
  • Gummesson, E. (1996) “Relationship marketing and imaginary organizations: a synthesis” European Journal of Marketing, 30(2), 31-43.
  • Gummesson, E. (1997). “Relationship marketing as a paradigm shift: some conclusions from the 30R approach” Management Decision, 35/4, 297-272.
  • Gummesson, E. (2002a). ”Practical value of adequate marketing management theory” European Jour- nal of Marketing, 36(3), 325-349.
  • Gummesson, E (2002b). “Relationship marketing and a new economy: it’s time for de-programming” Journal of Services Marketing, 16(7), 585-589.
  • Gummesson, E; Lethinen, U ve Grönross, C. (1997). “Comment on Nordic perspectives on relationship marketing” European Journal of Marketing, 31(1), 10-16.
  • Hakansson, H. (1982). International Marketing and Purchasing of Industrial Goods: An Interaction Approach., Chichester, Wiley.
  • Hakansson, H. ve Johanson, J. (1990). “Formal and informal cooperation strategies in international industrial networks”. Ford, D. (Ed.) Understanding Business Markets: Interaction, Relationships and Networks. 459-457. Academic Press, London.
  • Hakansson, H. ve Snehota, I. (1990). “No business is an island: the network concept of business strat- egy”. Ford, D. (Ed.) Understanding Business Markets: Interaction, Relationships and Networks. 526-539. Academic Press, London.
  • Hakansson, H. ve Ford, D. (2002). ”How should companies interact in business networks” Journal of Business research, 55, 133-139.
  • Mattsson, L. (1985), “An application of a network approach to marketing: defending and changing market positions” Dholakia, N. ve Arndt, J. (Ed.) Changing the Course of Marketing: Alternative Paradigms for Widening Marketing Theory. 263-289, Jai Press Inc, London.
  • Mazet, F.; Salle, R. ve Spencer, R. (1995), “International Networks and international network strategies: networks in different cultural contexts” Möller, F. ve Wilson, D (Ed.) Business Marketing: An In- teraction and Network Perspective. 351-374, Kluwer Academic Publishers, USA.
  • Möller, F. ve Wilson, D. (1995). Business Marketing: An Interaction and Network Perspective, USA, Kluwer Academic Publishers.
  • Üner, M, M (2003). ‘’Pazarlama Tanımı Üzerine’’ Pİ Dergisi, Nisan, 44-57.
  • Palmer, R; Lindgreen, A ve Vanhamme, J. (2005). “Relationship marketing: schools of thought and future research directions” Marketing Intelligence and Planning, 23(3), 313-330.
  • Pells, J. (1999). ”Exchange relationships in consumer markets?” European Journal of Marketing, 33 (1/2), 19-37.
  • Tikkanen, H. (1998). “The network approach in analyzing international marketing and purchasing opera- tions :a case study of a European SME’s focal net 1992-1995” Journal of Business and Indus- trial Marketing, 13(2), 109-131.
  • Turnbull, P; Ford, D ve Cunninghan, M. (1996). “Interaction, relationships and networks in business markets: an evolving perspective “Journal of Business and Industrial Marketing, 13(3/4), 44-62.
  • Wilkinson, I. (2001). “A history of network and channels thinking in marketing in the 20th century” Aus- tralisian Marketing Journal, 9(2), 23-52.
  • Wilkinson, I ve Young, L. (2002). “On operating firms relations and networks” Journal of Business Re- search, 55, 123-132.
  • Zolkiewski, J. ve Turnbull, P. (2002). “Do relationship portfolios and networks provide the key to suc- cessful relationship management?” Journal of Business and Industrial Marketing, 17(7), 575- 597.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Araştırma Makalesi
Yazarlar

Can Erkin ARMUTLU Bu kişi benim
Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi (Arş.Gör.)

Yayımlanma Tarihi 1 Eylül 2006
Yayınlandığı Sayı Yıl 2006, Cilt , Sayı 2

Kaynak Göster

Bibtex @ { gaziticaretturizm639589, journal = {Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi}, issn = {1301-4838}, address = {}, publisher = {Ankara Hacı Bayram Veli Üniversitesi}, year = {2006}, number = {2}, pages = {1 - 16}, title = {İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları}, key = {cite}, author = {Armutlu, Can Erkin} }
APA Armutlu, C. E. (2006). İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları . Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi , (2) , 1-16 . Retrieved from https://dergipark.org.tr/tr/pub/gaziticaretturizm/issue/49900/639589
MLA Armutlu, C. E. "İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları" . Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi (2006 ): 1-16 <https://dergipark.org.tr/tr/pub/gaziticaretturizm/issue/49900/639589>
Chicago Armutlu, C. E. "İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları". Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi (2006 ): 1-16
RIS TY - JOUR T1 - İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları AU - Can ErkinArmutlu Y1 - 2006 PY - 2006 N1 - DO - T2 - Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi JF - Journal JO - JOR SP - 1 EP - 16 VL - IS - 2 SN - 1301-4838- M3 - UR - Y2 - 2022 ER -
EndNote %0 Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları %A Can Erkin Armutlu %T İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları %D 2006 %J Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi %P 1301-4838- %V %N 2 %R %U
ISNAD Armutlu, Can Erkin . "İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları". Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi / 2 (Eylül 2006): 1-16 .
AMA Armutlu C. E. İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi. 2006; (2): 1-16.
Vancouver Armutlu C. E. İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları. Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi. 2006; (2): 1-16.
IEEE C. E. Armutlu , "İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları", Gazi Üniversitesi Ticaret ve Turizm Eğitim Fakültesi Dergisi, sayı. 2, ss. 1-16, Eyl. 2006