ERIC SHAW’UN PAZARLAMA TARİHİ VE DÜŞÜNCESİ ÜZERİNE YAPTIĞI ARAŞTIRMALARA İLİŞKİN BİR DERLEME

Yıl 2021, , 48 - 73, 17.02.2021

Tuğçe Ezgi Soyaltın

https://doi.org/10.51947/yonbil.867754

Öz

Amaç – Bu çalışmanın amacı, Er6c Shaw’un pazarlama tar6h6 ve düşünces6 üzer6ne yaptığı
araştırmalar doğrultusunda pazarlamanın b6r b6l6m olarak n6telend6r6l6p
n6telend6r6lemeyeceğ6n6n ve b6r teor6s6n6n olup olamayacağının araştırılmasıdır. Yapılan
araştırma, l6teratürde hâlâ devam etmekte olan b6l6m-sanat tartışmalarına yol göstermes6
açısından öneml6d6r.
Tasarım/metodoloji/yaklaşım – Yapılan araştırmada veriler, ikincil kaynaklardan elde
edilmiştir. Eric Shaw’un 1976’dan günümüze kadar yazdığı bütün makale, kitap, kitap bölümü
ve kongre bildirilerinin incelenmesi yoluyla çalışma oluşturulmuştur.
Bulgular – Pazarlamanın bir düşüncesi ve tarihi olduğu, bu tarihin oluşmasında düşünce
okullarının önemli bir paya sahip olduğu, insanoğlunun varlığından bu yana farklı boyutlarda
pazarlamanın varlığının süregeldiği ve zamanla değişime uğradığı, 4p’nin pazarlamanın
geçmişinden bugüne dek gelişerek birikimli bir şekilde oluştuğu, teorisinin olabileceği,
günümüzde bilim mi, sanat mı sorularından çok neleri kapsadığının daha önemli hale geldiği;
çünkü bilim ve sanat kavramlarının bile tartışmaya açık kavramlar olduğu, ürün yaşamının
gelişimi ve dönüşümünün geçmişe oranla hızlandığı, tüketicilerin değer, nostalji vb.
kavramlardan etkilenerek satın alma kararları verdikleri ve pazarlamanın yönetimsel boyutunun
da gelişmesinde önemli bir faktör olduğu sonuçlarına ulaşılmıştır.
Orijinallik/değer – Literatürde yoğun bir şekilde pazarlamanın tarihi, teorileri, oturtulduğu
düşünce yapısı ve günümüze olan gelişimi hakkında farklı yazarlar tarafından yapılan
araştırmaların olduğu gözlemlenmiştir. Bu yazarların en önemlilerinden birisi de Eric
Shaw’dur. Shaw geçmişten günümüze konuyla spesifik olarak ilgilenmiş yazarlarla ilgili olarak
çalışmalar yapmış, makaleler yazmıştır. Bu araştırma, Eric Shaw üzerine yapılmış olup yazarın
bugüne kadar literatürde bulduğu ve literatüre kattığı önemli kavramların ortaya koyulduğu bir
çalışmadır. Çalışma, literatürde Eric Shaw üzerine yapılmış ilk araştırma olması bakımından
önemlidir.

Anahtar Kelimeler

Eric Shaw, Pazarlama Tarihi, Pazarlama Düşüncesi, Pazarlama Teorisi, Pazarlama Okulları, Tüketici Davranışları

Kaynakça

• Ansary, E.A., Shaw, E.H. and Lazer, W. (2018). Marketing's Identity Crisis: Insights from the History of Marketing Thought, Academy of Marketing Science Review, 8(1): 5-17.
• Blaine, B. and Shaw, E.H. (2015). Net Transaction Value: A Model of High Involvement Decision Making in Buyer Choice Behavior, Atlantic Marketing Journal, 4(2): 1-19.
• Branchik, B.J. and Shaw, E.H. (2015). Net Transaction Value: A Model of High-Involvement Decision-Making in Buyer Choice Behavior, Atlantic Marketing Journal, 4(2): 1-20.
• Jones, D.G.B. and Shaw, E.H. (2002). A History of Marketing Thought, Handbook of Marketing, Barton Weitz, Robin Wensley (eds.), London: Sage Press, 2002: 39-65.
• Jones, D.G.B. and Shaw, E.H. (2006). Historical Research in the Journal of Macromarketing, 1981–2005, Journal of Macromarketing, 26(2): 178-192.
• Jones, D.G.B., Shaw, E.H. and Goldring, D.R. (2009). Stanley C. Hollander and the Conferences on Historical Research in Marketing, Journal of Historical Research in Marketing, 1(1): 55-73.
• Jones, D.G.B. and Shaw, E.H. (2018). Avoiding Academic Irrelevance in the Marketing Discipline: The Promise of the History of Marketing Thought, Journal of Marketing Management, 34 (1-2): 52-62.
• Justin, H. and Shaw, E.H. (2017). An Empirical Test of a Theoretical Model of Problem Solving, Journal of Customer Behavior, 16(4): 371-393.
• Lazer, W. and Shaw, E.H. (1986). Product Life Cycle, Handbook of Modern Marketing, 2nd ed., Victor P. Buell, (ed.), McGraw-Hill, 1:151- 11.
• Lazer, W. and Shaw, E.H. (1987). How Older Americans Spend Their Money, American Demographics, 9(3): 36- 41.
• Lazer, W., Shaw E.H. and Wee, C.H. (1989), Proceedings of the World Marketing Congress, International Conference Series, Volume IV, Boca Raton, FL: Academy of Marketing Science, June 1989.
• Lazer, W., Shaw, E.H. and Meadow, H.L. (1990). Income, Assets and Consumption: The Relative Well Being of Mature Consumers, Proceedings of the Second Conference on the Quality of Life/Marketing Interface, February 1990.
• Lazer, W. and Shaw, E.H. (2000). Global Marketing Management: At the Dawn of the New Millennium, Journal of International Marketing, 8(1): 65-77.
• Ross, J. and Shaw, E.H. (1987). Improving the Productivity of Service Organizations, Industrial Management, 29(5): 21- 25.
• Rutherford, J. and Shaw, E.H. (2011). What Was Old is New Again: The History of Nostalgia as a Buying Motive in Consumption Behavior, Marketing History in the New World, 15: 157-166.
• Samli, A.C. and Shaw, E.H. (1997). Strategic Business Units and Profit Centers Dichotomy: A Critical Distinction, Proceedings of the American Marketing Association Winter Educators' Conference, Chicago, February 1997.
• Samli, A.C. and Shaw, E.H. (2002). Achieving Managerial Synergism: Balancing Strategic Business Units and Profit Centers, Journal of Market-Focused Management, 5(1): 59-73.
• Shaw, E.H. and Dixon, D.F. (1980). Exchange: A Conceptualization, Theoretical Developments in Marketing, 2: 150-153.
• Shaw, E.H. (1983). Plato and the Socio-Economic Foundations of Marketing: An Historical Analysis in the Development of Macro-Marketing Thought, Proceedings of the First North American Workshop on Historical Research in Marketing, 1983: 146-161.
• Stanton, J.L., Lowenhar, J.A. and Shaw, E.H. (1984). Replication of a Choice Model, Decision Sciences, 9(1): 120-128.
• Shaw, E.H. (1987). Marketing Efficiency and Performance: An Historical Analysis, Proceedings of the Third Conference on Historical Research in Marketing, 1987.
• Shaw, E.H., Lazer W. and Smith, A.E. (1987). Macro Consumption Patterns of Black American Households, Proceedings of the First Conference on Minority Marketing: Issues and Prospects, November, 1987: 3-7.
• Shaw, E.H. (1988). Marketing Channels: Relationships and Performance, A Review, Journal of Retailing, 64(2): 1988.
• Shaw, E.H. (1990). A Review of Empirical Studies of Aggregate Marketing Costs and Productivity in the United States, Journal of the Academy of Marketing Science, 18(4): 285-292.
• Shaw, E.H. (1991). An Historical Analysis of the Four Utilities Concept and its Relevance for Modern Marketing Thought, Proceedings of the Fifth Conference on Historical Research in Marketing and Marketing Thought, Kellogg Center of Michigan State University, 19-20-21 April, 1991: 33.
• Shaw, E.H. (1993). A Review of Empirical Studies of Aggregate Marketing Costs and Productivity in the United States, Marketing, Stanley C. Hollander and Kathleen M. Rassuli (eds.), Vol. II, Brookfield, VT: Edward Elgar Publishing Co., 1993.
• Shaw, E.H. (1994). The Utility of the Four Utilities Concept, Research in Marketing, 6: 47-66.
• Shaw, E.H. (1995). The First Dialogue on Macromarketing, Journal of Macromarketing, Vol. 15(1): 7-20.
• Shaw, E.H. (1995). Lessons from the Past: Early Marketing Textbooks from the 16th to 18th Centuries, Proceedings of the Seventh Conference on Historical Research in Marketing and Management Thought: Marketing history: Marketing’s greatest experiment, 1995: 59-70.
• Shaw, E.H. and Pirog III, S.F. (1997). A Systems Model of Household Behavior, Journal of Marketing Theory and Practice, 5(3): 17-30.
• Shaw, E.H. (1997). New Dimensions in Marketing/Quality-of-Life Research: A Review, Journal of Macromarketing, 17(1): 132-36.
• Shaw, E.H. (1999). Smart Thinking for Crazy Times: A Review, Journal of Business to Business Marketing, 6(1): 89-93.
• Shaw, E.H. and Tamilia, R. (2001). Robert Bartels and the History of Marketing Thought, Journal of Macromarketing, 21(2): 132-38.
• Shaw, E.H. (2002). Marketing To Win, Copyright by Eric H. Shaw, 1-47.
• Shaw, E.H. and Alan, S. (2003). The History of Cigarette Advertising, Encyclopedia of Advertising, John McDonourgh and Karen Egolf (eds.), NY: Fitzroy-Dearborn Publishers, 1: 110-118.
• Shaw, E.H. (2003). A. Eicoff & Company: A History, Encyclopedia of Advertising, John McDonourgh and Karen Egolf (eds.), NY: Fitzroy-Dearborn Publishers, 2003, pp. 1: 520-522.
• Shaw, E.H. and Jones, D.G.B. (2003). The History of Schools of Marketing Thought, Proceedings of the 11th Conference for Historical Analysis and Research in Marketing, Shaw, Eric H. (editor) Boca Raton, FL: Association for Historical Research in Marketing, 2003: 38-51.
• Shaw, E.H. and Jones, B.D.G. (2005). A History of Schools of Marketing Thought, Marketing Theory, 5(3): 239- 282.
• Shaw, E.H. and Goodrich, K. (2005). Marketing Strategy: From the History of the Concept to The Development of a Conceptual Framework, Proceedings of the 12th Conference for Historical Analysis and Research in Marketing, Leighann C. Nielson (editor), Long Beach, CA: Association for Historical Research in Marketing, 2005: 265-274.
• Shaw, E.H., Lazer, W. and Pirog III, S.F. (2007). Wroe Alderson: Father of Modern Marketing, European Business Review, 19(6): 440- 451.
• Shaw, E.H. (2007). A Twenty-First Century Guide to Aldersonian Marketing Thought: A Review, Journal of Macromarketing, 27(2): 193-197.
• Shaw, E.H. (2009). A General Theory of Systems Performance Criteria, International Journal of General Systems, 38(8): 851-869.
• Shaw, E.H. (2009). Reflections on the History of Marketing Thought, Journal of Historical Research in Marketing, 1(2): 330-345.
• Shaw, E.H. (2010). Revisiting and Revising Alderson’s Formula to Measure the Productivity of the Aggregate Marketing System, Marketing Theory, 10(4): 347-367.
• Shaw, E.H., Jones, D.G.B. and McClean, P.A. (2010). The Early Schools of Marketing Thought, The SAGE Handbook of Marketing Theory, Pauline Maclaran, Michael Saren Barbara Stern and Mark Tadajewski (editors), London: Sage Publications Ltd., 2010: 27-41.
• Jones, D.G.B., Shaw, E.H. and McClean, P.A. (2010). The Modern Schools of Marketing Thought, The SAGE Handbook of Marketing Theory, Pauline Maclaran, Michael Saren, Barbara Stern and Mark Tadajewski (editors), London: Sage Publications Ltd., 2010: 42-59.
• Shaw, E.H. (2011). Reflections on the Dixon’s Seminar: the Development of Marketing Thought and Theory, Journal of Historical Research in Marketing, 3(1): 131-143.
• Shaw, E.H. and Wilkinson, I.F. (2011). The Timeless Intellectual Contributions of Donald F. Dixon, Journal of Historical Research in Marketing, 3(1): 33-52.
• Shaw, E.H. (2011). A Comment on the Relationship between the History of Marketing Thought and the Development of Marketing Theory, Marketing Theory, 11(4): 491-495.
• Shaw, E.H. (2011). Marketing Myths and Marketing Realities: A Commentary on the Consumer as Voter, Judge and Jury, Journal of Macromarketing, 31(1): 100-104.
• Shaw, E.H. (2012). Marketing Strategy: From the Origin of the Concept to the Development of a Conceptual Framework, Journal of Historical Research in Marketing, 4(1): 30-55.
• Shaw, E.H. (2013). The Quest for a General Theory of the Marketing System, Proceedings of the 16th Conference for Historical Analysis and Research in Marketing, Leighann Neilson (Editor), Copenhagen, Denmark: Association for Historical Research in Marketing, May, 2013.
• Shaw, E.H. (2014). Historical Analysis in Marketing, Encyclopedia of Management, 3rd Edition, Marketing, Nick Lee and Andrew M. Farrell (Vol. Eds.), London, Wiley, 2014, 9: 236-237.
• Shaw, E.H. (2014). The Quest for a General Theory of the Marketing System, Journal of Historical Research in Marketing, 6(4): 523-537.
• Shaw, E.H. (2014). The Marketing Institution: An Analysis,” Journal of Historical Research in Marketing, 6(3): 449-454.
• Shaw, E.H. (2015). Educational Lessons from the Past: Marketing Textbooks during the Age of Enlightenment (16th to 18th centuries), Journal of Historical Research in Marketing, 7(3): 389-406.
• Shaw, E.H. (2015). Teaching the Ph.D. History of Marketing Thought Course: An Approach, Journal of Historical Research in Marketing, 7(2): 256-271.
• Shaw, E.H. (2015). On the Origin of Marketing Systems, Proceedings of the 17th Conference for Historical Analysis and Research in Marketing, Leighann Neilson (Editor), Long Beach, CA: Association for Historical Research in Marketing, 28-31 May, 2015, California, USA.
• Shaw, E.H. (2016). Ancient and Medieval Marketing, Routledge Companion to Marketing History, Brian D. G. Jones and Mark Tadajewski (Eds.): 23-40.
• Shaw, E.H. (2019). Eric H. Shaw: Reflections on an Improbable Academic Career, Journal of Historical Research in Marketing, 11(1): 12-34.
• Sheng, S.Y. and Shaw, E.H. (2007). The Evil Trade that Opened China to the West, Proceedings of the 13th Conference for Historical Analysis and Research in Marketing, Blaine J. Branchik (editor) Durham, NC: Association for Historical Research in Marketing, 2007: 193-199.
• Witkovski, T., Twede, D. and Shaw, E.H. (2003). The Romance of Marketing History, Journal of Macromarketing, 23(2): 139-144.