KAYNAK - AVANTAJ TEORİSİ PERSPEKTİFİNDEN SÜRDÜRÜLEBİLİR PAZARLAMA

Yıl 2016, Cilt: 9 Sayı: 17, 25 - 42, 01.06.2016

Özge Doğanay İbrahim Kırcova

Öz

Pazarlama kavramı teorik anlamda önemli aşamalardan geçmiştir. Bu aşamalar daha çok, dönemin iktisadi düşüncesinin birey olarak tüketici ve toplum davranışları üzerindeki pratik uygulamasının yansıması olarak görülebilir. Bu anlamda pazarlama 1950 ve 1960’larda ürün yönetimine odaklanırken, 1970’ler ve 1980’lerde müşteri yönetimine odaklanmıştır. 1990 ve 2000’lerde ise, bunlara marka yönetimi disiplini de eklenmiş, pazarlamanın odağı müşteri odaklı tüketim ve sınırsız kaynak kullanımından günümüzde tamamen kaynak odaklı tüketime yönelmiştir. Bu çalışmanın amacı, pazarlamanın 60 yıllık bir geçmişten günümüze kadar geçirdiği değişim ve günümüzde ortaya çıkan sürdürülebilir pazarlama kavramının kaynak teorisi yönünden ele alınması ve işletmelerin güncel uygulamalarının değerlendirilmesidir

Anahtar Kelimeler

Sürdürülebilir pazarlama, Pazarlama teorisi, Kaynak-avantaj teorisi

SUSTAINABLE MARKETING: FROM THE PERSPECTIVE OF RESOURCE- ADVANTAGE THEORY

Öz

Marketing has evolved with important theoretical milestones. Mainly, marketing theory can be seen as a reflection of the economical thought’s practical implementation on the consumer behavior and the society at a time period. While marketing focused on the product management throughout the 1950s and the 1960s, this situation was replaced by a growing interest in the customer management during the 1970s and the 1980s. Finally, changing the focus point of the marketing world from the consumer-based consumption and the unlimited resource usage to the resource-based consumption, the brand management was introduced as a new concept in the 90s and the 2000s. This study aims to analyze the term “sustainable marketing”, which is the output of a 60-year-old process, in terms of the resource theory and to acquire a full understanding of the current implementations of companies

Anahtar Kelimeler

Sustainable marketing, Marketing theory, Resource – advantage theory

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