Pazarlama ve Toplum Arasindaki Müşterek İlişki

Yıl 2018, Cilt: 7 Sayı: 5, 117 - 133, 29.12.2018

Mesut Çiçek

https://doi.org/10.15869/itobiad.465784

Cited By: 1

Öz

1900’lü
yılların başında pazarlama disiplinin ortaya çıkmasından itibaren pazarlamanın
kapsamı sürekli bir değişim ve gelişim içinde olmuştur. Fakat pazarlama ile
ilgili bilim adamları henüz pazarlamanın kapsamı ile ilgili bir sonuca
varamamışlardır. Pazarlamanın kapsamı ile ilgili tartışma incelendiğinde, bu
tartışmanın özünün pazarlama ve sosyal konular arasındaki ilişkiler olduğu
görülmüştür. Bu bağlamda, bu çalışmanın amacı Pazarlama ve toplum arasındaki
ilişkiyi makro-pazarlama, sosyal pazarlama, sosyal alışveriş ve tüketici
davranışları perspektiflerinden incelemektir. Konu ile ilgili literatür
incelendiğinde, pazarlamanın mutlaka sosyal yönleri de içine alması gerektiği
ortaya çıkartılmıştır. Çünkü hayat kalitesini arttırabilmek ve dünyayı daha
yaşanılabilir bir yer kılabilmek için hem toplum pazarlama için hayati önem
taşımaktadır, hem de pazarlama toplum için çok önemlidir. 

Anahtar Kelimeler

Sosyal Pazarlama, Makro Pazarlama, Sosyal Alışveriş, Pazarlama, Toplum

The Mutual Relationship between Marketing and Society

Öz

After the emergence
of marketing as a discipline in the early 1900’s, the scope of marketing
experienced a constant change and development. However, the researchers have
not yet arrived at a conclusion about the scope of marketing. When the debates
on the scope of marketing is analyzed, it may be seen that the relationship
between the social issues and marketing is one of the issues at the core. In
this context, the present study aims to analyze the relationship between
society and marketing from different perspectives such as macromarketing, social
marketing, social exchange and consumer behavior. Based on the evaluation of
the relevant literature, it is suggested that the definition of marketing
should be made from the social perspective, for the concepts of marketing and society
are indispensable for each other.  Thus,
society is crucial for the marketing and vice versa. The relationship between
the two is essential for enhancing the quality of life and making the world
more liveable. 

Anahtar Kelimeler

Social Marketing, Macro Marketing, Social Exchange, Marketing, Society

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