SHELBY D. HUNT: PAZARLAMA BİLİMİNE KATKILARI

Yıl 2021, Cilt: 2 Sayı: 1, 41 - 55, 30.07.2021

E. Başak Tavman

Öz

Shelby D. Hunt, pazarlama bilimindeki öncü çalışmaları ile tanınan dünya çapında bir teorisyen ve pazarlama araştırmacısıdır. Hunt 50 yıldan fazla süredir 400’e yakın akademik çalışmayla pazarlama literatürüne önemli katkılarda bulunmuştur. Hunt’ın akademik çalışmalarının çoğu pazarlama stratejisi, rekabet, pazarlama teorisi ve pazarlama etiği ile ilgilidir. Bu çalışmalar, daha sonra gerçekleştirilen akademik çalışmalar için önemli bir referans oluşturmuştur.
Bu çalışma, pazarlama teorisine yaptığı katkılardan dolayı Amerikan Pazarlama Derneği (AMA) tarafından onur ödülü alan Hunt’ın pazarlama literatürüne yaptığı katkıları incelemek amacıyla gerçekleştirilmiştir. Çalışma çerçevesinde Hunt’ın pazarlama stratejisi ve rekabet, pazarlama teorisi ve pazarlama etiği alanlarındaki önemli çalışmaları incelenmiş ve bu çalışmalar ışığında pazarlama disiplininin farklı alanlarına yaptığı katkılar açıklanmıştır.

Anahtar Kelimeler

Hunt, Pazarlama Stratejisi, Pazarlama Teorisi, Pazarlama Etiği

Kaynakça

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