GEÇMİŞTEN GÜNÜMÜZE PAZARLAMA SİSTEMİ DÜŞÜNCE OKULU

Yıl 2021, Cilt: 19 Sayı: 4, 157 - 170, 31.12.2021

E. Başak Tavman Serkan Soyak

https://doi.org/10.11611/yead.988411

Öz

Pazarlamanın akademik bir düşünce olarak kabul görmesi 20.yy’ın başlarına dayanmaktadır. Pazarlamayla alakalı konu ve problemlerin zaman içindeki değişimi pazarlama alanında farklı düşünce okullarının ortaya çıkmasına neden olmuştur. Bu okullardan biri de temeli 1950’li yıllara dayanan Sistem Okulu’dur. Mevcut çalışmanın amacı, pazarlama sistemi düşünce okulunun ve pazarlamadaki sistem yaklaşımının tarihsel gelişimini ele almaktır. Bu çerçevede, geçmişten günümüze sistem okulu literatüründe yazılmış önemli eserler incelenmiştir. Pazarlama teorisi kapsamında pazarlama düşünce okullarına dair Türkçe literatür incelendiğinde bu alandaki çalışma sayısının oldukça kısıtlı olduğu görülmüştür. Ulusal veri tabanları araştırıldığında, Sistem Okulu’nun tarihsel gelişimini ele alan ve bu düşünce okulu hakkında günümüze dek yapılmış araştırmaları derleyen bir çalışma ise bulunamamıştır. Mevcut çalışmanın literatürdeki bu açığı kapatması ve pazarlama teorisi alanına katkı sağlaması hedeflenmektedir.

Anahtar Kelimeler

Pazarlama Teorisi, Pazarlama Düşünce Okulları, Sistem Okulu, Pazarlama Sistem Yaklaşımı

MARKETING SYSTEMS SCHOOL OF THOUGHT: FROM PAST TO PRESENT

Öz

The acceptance of marketing as an academic thought dates back to the early 20th century. The change in marketing-related issues and problems over time has led to the emergence of different schools of thought in the field of marketing. One of these schools is the System School, which dates back to the 1950s. The present study aims to address the historical development of the marketing system school of thought and the systems approach in marketing. In this context, important studies written in the system school literature from past to present were examined. When the Turkish literature on marketing thought schools within the scope of marketing theory is examined, it is seen that the number of studies in this field is quite limited. When the national databases were searched, no study was found that deals with the historical development of the System School and compiles the researches that have been made about this school of thought until today. The present study aims to fill this gap in the literature and to contribute to the field of marketing theory.

Anahtar Kelimeler

Marketing Theory, Marketing Schools of Thought, System School, Marketing System Approach

Kaynakça

• Agoshkova, E. B. (1998). Systems Thinking in the Twenty-First Century. The Paideia Archive: Twentieth World Congress of Philosophy, 45, s. 1-6.
• Alderson, W., & Shapiro, S. J. (1957). Marketing behavior and executive action: A functionalist approach to marketing theory. RD Irwin.
• Amstutz, A. E. (1968). System analysis for marketing management. Sagwan Press.
• Bannon, D. (2002). A System Approach to Marketing. Systems Theory and Practice in the Knowledge Age (s. 303-310). içinde Boston: Springer.
• Barile, S., Pels, J., Polese, F., & Saviano, M. (2012). An introduction to the viable systems approach and its contribution to marketing. Journal of Business Market Management, 5(2), 54-78.
• Bell, M. L. (1979). Marketing, Concepts and Strategy. Houghton Mifflin.
• Bertalanffy, L. v. (1968). General System Theroy. New York: George Braziller.
• Bertalanffy, L. v. (1976). General Systems Theory: Foundations, Development, Applications. Penguin University Books.
• Boulding, K. (1956). General Systems Theory. Management Science, 2(3), 127-139.
• Brien, R. H., & Stafford, J. E. (1968). Marketing Information Systems: A New Dimension for Marketing Research. Journal of Marketing, 32(3), 19-23.
• Dowling, G. (1983). The Applications of General Systems Theory to an Analysis of Marketing Systems. Journal of Macromarketing, 3(2), 22-32.
• Fisk, G. (1967). Marketing Systems: An introductory Analysis. New York: Harper and Row.
• Forrester, J. W. (1958). Industrial Dynamics: A Major Breakthrough for Decision Makers. Harvard Business Review, 36(4), 37-66.
• Howard, J. A. (1983). Marketing Theory of the Firm. Journal of Marketing , 47(4), 90-100.
• Hunt, S. (1981). Macromarketing as a Multidimensional Concept. Journal of Macromarketing, 1(1), 7-8.
• Kast, F. E., & Rosenzweig, J. E. (1974). Organization and Management, A Systems Approach. Contingency views of organization and management. Chicago: Science Research Associates, Inc.
• Katz, D., & Kahn, R. (1966). The Social Psychology of Organizations. NewYork: Wiley Inc.
• Katz, D., & Kahn, R. L. (1978). Organizations and the system concept. Classics of organization theory, 80(480).
• Layton, R. (2007). Marketing systems—A core macromarketing concept. Journal of Macromarketing, 27(3), 227-242.
• Layton, R. (2010). Marketing Systems, Macromarketing and the Quality of Life. The SAGE Handbook of Marketing Theory.
• Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1), 259-276.
• Layton, R. A., & Grossbart, S. (2006). Macromarketing: Past, present, and possible future. Journal of Macromarketing, 26(2), 193-213.
• Lazer, W. (1966). Education of Marketing in the 1970s. Journal of Marketing, 30, 33-37.
• Lazer, W., & Kelley, E. J. (1962). Managerial Marketing: Perspectives and Viewpoints: a Source Book. Richard D. Irwin.
• Mackenzie, K. D., & Nicosia, F. M. (1968). Marketing systems: Toward formal descriptions and structural properties. University of California.
• Maclaran, P., Saren, M., Stern, B., & Tadajewski, M. (2009). The SAGE handbook of marketing theory. Sage Publications.
• Mittelstaedt, J. D., & Kilbourne, W. E. (2006). Macromarketing as agorology: Macromarketing theory and the study of the agora. Journal of Macromarketing, 26(2), 131-142.
• Rideway, V. F. (1957). Administration of Manufacturer-Dealer Systems. Administrative Science Quarterly, 1(4), 464-483.
• Shaw, E., & Jones, B. (2005). A History of Schools of Marketing Thought. Sage Publications, 5(3), 239–281.
• Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing Theory: Evolution and Evaluation. NewYork: Wiley.
• Staudt, T. (1958). The Managerial Functions of Marketing. Managerial Marketing: Perspectives and Viewpoints, Kelley, EJ, Lazer, W.(ed.). Homewood, IL: Richard D. Irwin, Inc, 156-69.
• Şenaras, A. E., & Sezen, H. K. (2017). System Thinking. Journal of Life Economics, 4(1), 39-58.
• Vargo, S. L., Koskela-Huotarib, K., Baron, S., Edvardsson, B., Reynoso, J., & Colurcio, M. (2017). A systems perspective on markets–Toward a research agenda. Journal of Business Research, 79, 260-268.
• White, P. (1981). The Systems Dimension in the Definition of Macromarketing. Journal of Macromarketing, 1(1), 11-13.
• Wilkie, W. L., & Moore, E. S. (1999). Marketing's Contributions to Society. Journal of Marketing. Journal of Marketing, 63, 198-218.
• Wilkie, W. L., & Moore, E. S. (2012). Expanding our understanding of marketing in society. Journal of the Academy of Marketing Science, 40(1), 53–73.