Pazarlama Felsefelerinin Tarihsel Gelişimine Yönelik Bir İnceleme

Öz

Yakın dönemde önemi daha iyi anlaşılmaya başlayan pazarlama, felsefi ve teorik açıdan gelişimini sürdürmektedir. Bilim olup olmadığı tartışmalarıyla başlayan pazarlamanın felsefi ve teorik gelişimi, içinde bulunduğu dönemin rekabet şartlarından ve diğer koşullarından etkilenerek günümüze kadar devam etmiştir. Bu çalışmada, pazarlama felsefelerinin tarihsel gelişimi yazarların görüşleri doğrultusunda incelenmiştir. Yapılan incelemelere dayanılarak; yazarların dönemsel olarak pazarlama felsefelerine ilişkin olarak farklı görüşler sunup sunmadıkları, pazarlamanın felsefi ve teorik açıdan ne derece gelişme kaydettiği ortaya konmaya çalışılmıştır. Çalışmanın sonuçlarına göre, pazarlama literatüründe pazarlamanın felsefi ve teorik gelişimi açısından benzer görüşlerin yanında, çok farklı görüşlerin de ileri sürüldüğü belirlenmiştir. Ayrıca pazarlama felsefelerinin tarihsel açıdan, genel olarak müşteri odaklılık öncesi dönem ve müşteri odaklılık dönemi olmak üzere iki farklı döneme ayrıldığı söylenebilir.

Anahtar Kelimeler

• Pazarlama Felsefeleri,Pazarlama Teorileri

An Investigation on Historical Development of Marketing Philosophies

Öz

Marketing, which started to be understood better the importance recently, sustains its philosophical and theoretical development. The philosophical and theoretical development of marketing, which began with the discussion of whether it is science or not, has continued until today, influenced by the competitive conditions and other conditions of the period. In this study, the historical development of marketing philosophies is examined according to the opinions of the authors. Based on reviews; it has been tried to determine whether the authors present different opinions about marketing philosophies, and how far the marketing has progressed in terms of philosophical and theoretical. According to the results of the study, it is determined that there are both similar and very different opinions in terms of philosophical and theoretical development of marketing in the marketing literature. In addition, it can be said that marketing philosophies have historically been divided into two different periods: the pre-period of customer orientation and the period of customer orientation

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