BİR DÜŞÜNCE OLARAK PAZARLAMADAN BİLİM OLARAK PAZARLAMAYA: PAZARLAMA BİLİMİNİN KAPSAMI, ÖZELLİKLERİ VE YÖNTEMİ

Öz

Dağıtım konusu olarak iktisadın içerisinde ortaya çıktığından beri, pazarlamanın bir sanat mı yoksa bilim mi olduğu tartışılmaktadır. Pazarlama bir düşünce olarak yaklaşık yüz yıl kadar geriye gitmesine rağmen, ontolojik olarak var oluşu, insanoğlunun yeryüzünde ortaya çıkışıyla aynı zaman çizgisine rast gelmektedir. Pazarlama konusunda kısıtlı bir görüşe sahip uygulamacılar ve bilim adamları pazarlamayı bir sanat olarak görme eğilimindeyken kar amacı gütmeyen/makro/pozitif açıdan bakan bilim adamları ve uygulamacılar ise pazarlamanın ontolojik, epistemolojik ve metodolojik olarak bağımsız bir bilim olduğunu kabul etmektedirler. Bu çalışmanın temel amacı, pazarlamanın bilimsel doğası hakkında bir farkındalık oluşturmak ve kapsamı, özellikleri ve yöntemi üzerinde tartışmaktır. Bu çalışma kapsamında, pazarlamanın sosyal bilimlerin dört temel direği olan sosyoloji, psikoloji, iktisat ve antropolojinin öğretileri üzerine inşa edilmiş bir değişim bilimi olduğu vurgulanmıştır. Pazarlamanın asıl amacı, gerçek dünya koşullarındaki insanların değişim davranışlarını anlamak, açıklamak ve belli bir ölçüde kontrol etmek ve teori ile pratiği bir araya getirmektir. Eğer pazarlama uygulamadan ayrılırsa gerçekten uzaklaşarak işletmelere ve, geniş ölçekte, topluma fayda sağlamayan sentetik bilgi üreten bir karatahta bilimine dönüşür. Bu yüzden, pazarlama bu çalışmada orijinal, sentez ve uygulamalı bir bilim olarak değerlendirilmiştir.

Anahtar Kelimeler

• Pazarlama Teorisi
• Değişim Bilimi
• Değişim İlişkileri
• Pazarlama Metodolojisi

FROM MARKETING AS A THOUGHT TO MARKETING AS A SCIENCE: THE SCOPE, PROPERTIES AND METHODOLOGY OF MARKETING SCIENCE

Öz

Since its appearance in economics as a distribution matter, marketing has been discussed whether it is an art or a science. Although marketing as a thought goes as far back as approximately a century ago, its existence ontologically coincides with the similar timeline of the appearance of mankind on earth. While practitioners and some scholars with limited view of marketing are inclined to see marketing as an art, scholars and practitioners with non-profit/macro/positive perspective acknowledge marketing as ontologically, epistemologically, and methodologically an original science. The main purpose of this study is to raise awareness about scientific nature of marketing and discuss on its scope, properties, and methodology. In the context of this study, it has been emphasized that marketing is a science of exchanges which is built upon the teachings of the four pillars of social sciences, namely sociology, psychology, eco-nomics and anthropology. Marketing aims to understand, explain, predict and, to a certain extent, control exchange behaviors of humans in the real-world conditions and to bring theory and practice together. If marketing is separated from practice, it would diverge from reality and turn to a blackboard science which produces synthetic knowledge that fails to provide benefits to businesses and society, at large. This is why, marketing has been evaluated as an original and synthesized applied science in this paper.

Anahtar Kelimeler

• Marketing Theory
• Science of Exchanges
• Exchange Relations
• Marketing Methodology

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