İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları

Yıl 2006, Sayı: 2, 1 - 16, 01.09.2006

Can Erkin Armutlu

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

Anahtar Kelimeler

İlişkisel pazarlama, endüstriyel pazarlama, etkileşim yaklaşımı, şebeke yaklaşımı

THEORETICAL BASES OF RELATIONSHIP MARKETING: INTERACTION AND

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

Anahtar Kelimeler

Relationship marketing, industrial marketing, interaction approach, network approach

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