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UNCERTAINTIES DURING THE EVOLUTION OF MARKETING

Yıl 2017, Cilt: 6 Sayı: 3, 37 - 45, 01.09.2017

Mesut Çiçek

Öz

In the literature, there are several issues regarding
to marketing which has not been finalized yet during the decades. In this
context, the objective of this paper is to represent the uncertainties of the
marketing during the development of marketing thought. To indicate that
effectively, the author will try to ascertain the answers of the following
critical questions providing several examples: “Is marketing a distinct field
in social sciences?” “Is marketing a science?” “What is the scope of
marketing?” and “Do the marketing practitioners and academics collaborate to be
more effective” “Is marketing losing its territories”.

Anahtar Kelimeler

marketing

Kaynakça

  • Alderson, W. and Reavis C. (1948), "Towards a Theory of Marketing," Journal of Marketing. 13 (October), 137-152.
  • Alvarado, U., H. Kotzab (2001), “Supply Chain Management: The Integration of Logistics in Marketing”, Industrial Marketing Management, Vol. 30, Issue 2, pp. 183–198
  • Arnt, J., (1983), “The Political Economy Paradigm: Foundation of Theory Building in Marketing”, Journal of Marketing, Vol:47 (Fall), pp.44-54
  • Baker, M. J. (1995), “Marketing Theory and Practice”, 3rd Edition, UK: Macmillan Press.
  • Bartels, R. (1951), "Can Marketing be a Science?" Journal of Marketing, 15 (January), 3 19-28.
  • Bartels, R. (1983), “Is Marketing Defaulting Its Responsibilities? Journal of Marketing, Fall, Vol:47 pp.32-35
  • Baumol, W. J. (1957), "On the Role of Marketing Theory," Journal of Marketing. 21 (April), 413-18.
  • Bergen, M., S. Dutta, O. Walker 1992), “Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories”, Journal of Marketing, Vol: 56 (July), pp. 1-24.
  • Buzzell, R. D. (1963), "Is Marketing a Science?" Harvard Business Review, 41 (January-February), 32.
  • Clark, F.E. (1923). “Principles of Marketing”. New York: Macmillan.
  • Converse, P. D. (1945), "The Development of a Science of Marketing", Journal of Marketing, 10 1-July), 14-23.
  • Dubin, R. (1969), “Theory Building”, Revised Edition, New York: Macmillan Publishin Co.
  • Flyvbjerg, B. (2001), “Making Social Science Better”, UK: Cambridge University Press.
  • Gripsrud, G. (2004), “Rethinking Marketing: Developing a New Understanding of Markets” (Editors: Hakan Hakanson, Debbie Harrison, Alexandra Waluszewski), UK: John Wiley and Sons Ltd.
  • Harris, S. (1996), “Are we teaching the ‘science of transactions’? In: Stuart, Ortinau, Moore, editors. Marketing: Moving Toward the 21st Century (SMA Conference Proceedings). Rock Hills, SC: Southern Marketing Association, pp.365-368.
  • Hunt, S. (2002), “Marketing as a Profession, on Closing Stakeholder Gaps”, European Journal of Marketing, Vol:36 No:3 pp. 305-312.
  • Hunt. S. D. (1976), “Marketing Theory: Conceptual Foundations of Research in Marketing”. Columbus, OH: Grid.
  • Jahre, M. (2008), “Northern Lights in Logistics & Supply Chain Management, Denmark: Copenhagen Business School Press.
  • Kotler, Philip (1972), “A Generic Concept of Marketing”, Journal of Marketing, Vol.36, pp. 46-54.
  • Kotler, P., Gerald Z. (1971), “Social Marketing: An Approach to Planned Social Change," Journal of Marketing, Vol.35, pp. 3-12.
  • Kotler, P., S. Levy (1969), “Broadening Concept of Marketing”, Journal of Marketing, Vol.33, pp. 10-15.
  • Lazer, W. (1969), “Marketing’s Changing Social Relationships”, Journal of Marketing, Vol.33, pp. 3-9.
  • O'Shaughnessy, J. and M. J. Ryan (1979), "Marketing, Science and Technology," in Conceptual and Theoretical Developments in Marketing, O. C. Ferrell, S. W. Brown, and C. W. Lamb, Jr., eds., Chicago: American Marketing, 577-89.
  • Rinehart, L., B. Cooper, G. Wagenheim (1989), Furthering the integration of marketing and logistics through customer service in the channel, Journal of the Academy of Marketing Science, Journal of the Academy of Marketing Science, Vol. 17, Issue 1, pp 63-71
  • Robin, D.P. (1970), “Toward a Normative Science in Marketing”, Journal of Marketing, Vol. 24, October, pp. 73-6.
  • Rosenberg, A. (1995), “The Philosophy of Social Science”, Boulder, CO: Westview Press.
  • Sweeney, D. (1972), “Marketing: Management Technology or Social Process?” Journal of Marketing Vol. 36 (October), pp. 3-20.
  • Wartofsky, M. W. (1968), “Conceptual Foundations of Scientific Thought”, New York: Macmillan.
  • Zaltman, G., K. LeMasters, and M. Heffering (1982) “Theory Construction in Marketing: Some Thought on Thinking”. New York: John Wiley.
  • Gripsrud (2004, pp.203) claimed that “Distribution channels may once again become

PAZARLAMANIN EVRİM SÜRECİNDE KARŞILAŞILAN BELİRSİZLİKLER

Yıl 2017, Cilt: 6 Sayı: 3, 37 - 45, 01.09.2017

Mesut Çiçek

Öz

Literatürde,
pazarlama bilim dalı ile ilgili yıllardır nihayete erdirilememiş birçok konu
mevcuttur. Bu bağlamda bu çalışmanın amacı pazarlama biliminin ve teorisinin
gelişme ve evirilme süresince karşılaşılan belirsizlikleri ortaya çıkarmaktır.
Bunu daha etkin bir şekilde ortaya koyabilmek için yazar aşağıdaki kritik
soruları teorik olarak ve örnekler aracılığı ile cevaplamaya çalışacaktır.
“Pazarlama sosyal bilimlerde farklı bir bilim dalı mıdır?”, “Pazarlama Bilim
midir?”, “Pazarlamanın kapsamı nedir?”, Pazarlama bazı alanlarını kayıp mı
ediyor?”, “Daha etkin olabilmek için pazarlama akademisyenleri ve pratisyenleri
iş birliğine mi gitmelidirler?”. 

Anahtar Kelimeler

pazarlama

Kaynakça

  • Alderson, W. and Reavis C. (1948), "Towards a Theory of Marketing," Journal of Marketing. 13 (October), 137-152.
  • Alvarado, U., H. Kotzab (2001), “Supply Chain Management: The Integration of Logistics in Marketing”, Industrial Marketing Management, Vol. 30, Issue 2, pp. 183–198
  • Arnt, J., (1983), “The Political Economy Paradigm: Foundation of Theory Building in Marketing”, Journal of Marketing, Vol:47 (Fall), pp.44-54
  • Baker, M. J. (1995), “Marketing Theory and Practice”, 3rd Edition, UK: Macmillan Press.
  • Bartels, R. (1951), "Can Marketing be a Science?" Journal of Marketing, 15 (January), 3 19-28.
  • Bartels, R. (1983), “Is Marketing Defaulting Its Responsibilities? Journal of Marketing, Fall, Vol:47 pp.32-35
  • Baumol, W. J. (1957), "On the Role of Marketing Theory," Journal of Marketing. 21 (April), 413-18.
  • Bergen, M., S. Dutta, O. Walker 1992), “Agency Relationships in Marketing: A Review of the Implications and Applications of Agency and Related Theories”, Journal of Marketing, Vol: 56 (July), pp. 1-24.
  • Buzzell, R. D. (1963), "Is Marketing a Science?" Harvard Business Review, 41 (January-February), 32.
  • Clark, F.E. (1923). “Principles of Marketing”. New York: Macmillan.
  • Converse, P. D. (1945), "The Development of a Science of Marketing", Journal of Marketing, 10 1-July), 14-23.
  • Dubin, R. (1969), “Theory Building”, Revised Edition, New York: Macmillan Publishin Co.
  • Flyvbjerg, B. (2001), “Making Social Science Better”, UK: Cambridge University Press.
  • Gripsrud, G. (2004), “Rethinking Marketing: Developing a New Understanding of Markets” (Editors: Hakan Hakanson, Debbie Harrison, Alexandra Waluszewski), UK: John Wiley and Sons Ltd.
  • Harris, S. (1996), “Are we teaching the ‘science of transactions’? In: Stuart, Ortinau, Moore, editors. Marketing: Moving Toward the 21st Century (SMA Conference Proceedings). Rock Hills, SC: Southern Marketing Association, pp.365-368.
  • Hunt, S. (2002), “Marketing as a Profession, on Closing Stakeholder Gaps”, European Journal of Marketing, Vol:36 No:3 pp. 305-312.
  • Hunt. S. D. (1976), “Marketing Theory: Conceptual Foundations of Research in Marketing”. Columbus, OH: Grid.
  • Jahre, M. (2008), “Northern Lights in Logistics & Supply Chain Management, Denmark: Copenhagen Business School Press.
  • Kotler, Philip (1972), “A Generic Concept of Marketing”, Journal of Marketing, Vol.36, pp. 46-54.
  • Kotler, P., Gerald Z. (1971), “Social Marketing: An Approach to Planned Social Change," Journal of Marketing, Vol.35, pp. 3-12.
  • Kotler, P., S. Levy (1969), “Broadening Concept of Marketing”, Journal of Marketing, Vol.33, pp. 10-15.
  • Lazer, W. (1969), “Marketing’s Changing Social Relationships”, Journal of Marketing, Vol.33, pp. 3-9.
  • O'Shaughnessy, J. and M. J. Ryan (1979), "Marketing, Science and Technology," in Conceptual and Theoretical Developments in Marketing, O. C. Ferrell, S. W. Brown, and C. W. Lamb, Jr., eds., Chicago: American Marketing, 577-89.
  • Rinehart, L., B. Cooper, G. Wagenheim (1989), Furthering the integration of marketing and logistics through customer service in the channel, Journal of the Academy of Marketing Science, Journal of the Academy of Marketing Science, Vol. 17, Issue 1, pp 63-71
  • Robin, D.P. (1970), “Toward a Normative Science in Marketing”, Journal of Marketing, Vol. 24, October, pp. 73-6.
  • Rosenberg, A. (1995), “The Philosophy of Social Science”, Boulder, CO: Westview Press.
  • Sweeney, D. (1972), “Marketing: Management Technology or Social Process?” Journal of Marketing Vol. 36 (October), pp. 3-20.
  • Wartofsky, M. W. (1968), “Conceptual Foundations of Scientific Thought”, New York: Macmillan.
  • Zaltman, G., K. LeMasters, and M. Heffering (1982) “Theory Construction in Marketing: Some Thought on Thinking”. New York: John Wiley.
  • Gripsrud (2004, pp.203) claimed that “Distribution channels may once again become
Toplam 30 adet kaynakça vardır.

Ayrıntılar

Konular Ekonomi
Bölüm Makaleler
Yazarlar

Mesut Çiçek

Yayımlanma Tarihi 1 Eylül 2017
Yayımlandığı Sayı Yıl 2017 Cilt: 6 Sayı: 3

Kaynak Göster

APA Çiçek, M. (2017). PAZARLAMANIN EVRİM SÜRECİNDE KARŞILAŞILAN BELİRSİZLİKLER. Sakarya İktisat Dergisi, 6(3), 37-45.
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