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MARKETING AS A THOUGHT SYSTEM

Yıl 2022, Cilt: 3 Sayı: 1, 64 - 75, 30.07.2022
https://doi.org/10.54439/gupayad.1058455

Öz

Purpose: With the rise of the 'Marketing Management' and 'Consumer Behavior Schools' in the 1970s, the discussions within the framework of the 'Marketing Thought System School' in the literature have decreased. This study aims to explain the development of the marketing thought system from 1950 to 2000 and to examine the current marketing thought systems evaluated by the studies carried out in the 2000s. Material and Method: Only pioneering studies written in English were taken as references to determine the limitations of the study. In this direction, a literature search was conducted with the keyword "marketing thinking system" in the Google Academic database. As a result of the literature review, the studies selected for this study were examined. Findings and Conclusion: In the period from 1950 to 2000, many studies contributed to the development of the marketing thought system. 'Decision Support System', 'Complex Adaptive System' and 'Equivocal Principle of Marketing' are among the existing marketing thought systems that were evaluated by the studies conducted in the 2000s. The results of the study were discussed and suggestions were provided.

Kaynakça

  • Abbott, M. G. (1967). The social psychology of organizations. Educational Administration Quarterly, 3(1), 100-109.
  • Alderson, W. (1957). Marketing behavior and executive action: A functionalist approach to marketing. Richard D. Irwin Inc. Homewood, III.
  • Amstutz, A. E. (1970). Computer simulation of competitive market response. Cambridge: Massachusetts Institute of Technology, The M.I.T. Press.
  • Amstutz, A. E. (1968). Systems analysis for marketing management. The American Marketing Association Winter Conference, Washington D.C. 306-368.
  • Amstutz, A. E. (1969). Market-oriented management systems: The current status. Journal of Marketing Research, 481-496.
  • Bartels, R. (1976). The history of marketing thought. The Ohio State University, 2. Baskı, Columbus.
  • Bell, M. L. (1966). Marketing: Concepts and strategy. Boston: Houghton Mifflin Company.
  • Boddewyn, J. (1966). A construct for comparative marketing research. Journal of Marketing, 3(2), 149-153.
  • Boulding, K. E. (1956). General systems theory—the skeleton of science. Management Science, 2(3), 197-208.
  • Brien, R. H., & Stafford, J. E. (1968). Marketing information systems: A new dimension for marketing research. The Journal of Marketing, 19-23.
  • Breyer, R. F. (1934). The marketing institution. New York: McGraw-Hill Book Co.
  • Cox, R., Goodman, C., & Fichandler, T. C. (1965). Distribution in a high level economy. Englewood Cliffs: Prentice Hall.
  • Conroy, D. M., & Allen, W. (2010). Who do you think you are? An examination of how systems thinking can help social marketing support new ıdentities and more sustainable living patterns. Australasian Marketing Journal (AMJ), 18(3), 195-197.
  • Clark, F. E. (1922). Principles of marketing. Macmillan Company.
  • Dixon, D. F. (1967). A social systems approach to marketing. Social Science Quarterly, 48, 164–73.
  • Dixon, D.F. (1984). Macromarketing: A social systems perspective. Journal of Macromarketing, 4 (2), 4-17.
  • Dixon, D. F. (1999). Some late nineteenth-century antecedents of marketing theory. Journal of Macromarketing, 19(2), 115-125.
  • Dowling, G. R. (1983). The application of general systems theory to an analysis of marketing systems. Journal of Macromarketing, 3(2), 22-32.
  • Duddy, E. A., & Revzan, D. A. (1947). Marketing: A institutional approach. New York: McGraw-Hill Book Company, Inc.
  • Fisk, G. (1967). Marketing system: An introductory analysis. New York: Harper and Row.
  • Forrester, J. W. (1958). Industrial dynamics: A major breakthrough for decision makers. Harvard Business Review, 36, 37-66.
  • Gardner, D. M. (1973). Dynamic homeostasis: Behavioral research and the FTC. In Advances in Consumer Research. Scott Ward and Peter L. Wright, eds., Urbana, IIIinois: Association for Consumer Research, 1, pp. 108-113.
  • Goldstucker, J. L. (1966). A systems framework for retail location. In Science, Technology, and Marketing. Raymond M. Hass, ed., Chicago: American Marketing Association, pp. 412-429.
  • Gunn, B. (1975). The anatomy of the macro marketing system. Journal of the Academy of Marketing Science, 3(2), 161-171.
  • Hall, A., & Fagen, R. (1968). Definition of a system. In Modern Systems Research for The Behavioral Scientist, W. Buckley, ed., Chicago: Aldine Publishing, pp. 81-92.
  • Hess, R. L., Rubin, R. S., & West Jr, L. A. (2004). Geographic information systems as a marketing information system technology. Decision Support Systems, 38(2),197-212.
  • Howard, J. A. (1983). Marketing theory of the firm. The Journal of Marketing, 47(4), 90-100.
  • Hunt, S. D. (1981). Macromarketing as a multidimensional concept. Journal of Macromarketing, 1(1), 7-8.
  • Kadirov, D. (2011). Macro-systems role of marketing: Do we trade environment for welfare? Journal of Macromarketing, 31(4), 359-375.
  • Katz, D., & Kahn, R. L. (1966). The social psychology of organizations. New York: John Wiley & Sons, Inc.
  • Kuhn, A. (1963). The sutdy of society: A unified approach. Homewood, IIIinois: Dorsey Press.
  • Layton, R. A. (1981). Trade flows in macromarketing systems: Part IA macromodel of trade flows. Journal of Macromarketing, 1(1), 35-48.
  • Layton, R. A. (2009). On economic growth, marketing systems, and the quality of life. Journal of Macromarketing, 29(4), 349-362.
  • Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1/2), 259-276.
  • Lazer, W., & Kelley, E. J. (1962). The systems approach to marketing, managerial marketing: Perspectives and viewpoints. William Lazer and Eugene J. Kelley, eds., Homewood, IIIinois: Richard D. Irwin, Inc.
  • Lewison, D. M. (1973). A retail site evaluation model. Doctoral dissertation.
  • Lewis, R. J., & Erickson, L. G. (1969). Marketing functions and marketing systems: A synthesis. The Journal of Marketing, 33(3), 10-14.
  • Li, D. C., Lin, Y. S., & Huang, Y. C. (2009). Constructing marketing decision support systems using data diffusion technology: A case study of gas station diversification. Expert Systems with Applications, 36(2), 2525-2533.
  • Mackenzie, K. D., & Nicosia, F. M. (1968). Marketing systems towards formal description and structural properties. In Marketing and the New Science of Planning. Robert L. King, ed., Chicago: American Marketing Association, 14-23.
  • Meade, W. K., & Nason, R. W. (1991). Toward a unified theory of macromarketing: A systems theoretic approach. Journal of Macromarketing, 11(2), 72-82.
  • Mentzer, J. T., & Gandhi, N. (1992). Expert systems in marketing: Guidelines for development. Journal of the Academy of Marketing Science, 20(1), 73-80.
  • McNiven, M. A. (1968). Marketing research and marketing information systems. In Marketing and the New Science of Planning. Robert L. King, ed., Chicago: American Marketing Association, pp. 169-171.
  • Reidenbach, R. E., & Oliva, T. A. (1981). General living systems theory and marketing: A framework for analysis. The Journal of Marketing, 45(4), 30-37.
  • Reidenbach, R. E., & Oliva, T. A. (1983). Toward a theory of the macro systemic effects of the marketing function. Journal of Macromarketing, 3(2), 33-40.
  • Rideway, V. F. (1957). Administration of manufacturer-dealer systems. Administrative Science Quarterly, 1(4), 464-483.
  • Schwartz, G. (1963). Development of marketing theorey. Cincinnati, OH: South Western Publishing Company.
  • Shaw, E. (2014). The quest for a general theory of the marketing system. Journal of Historical Research in Marketing, 6(4), 523-537.
  • Shaw, E. H. (2020). Constructing a partially formalized general theory of the marketing system: insights from the history of marketing thought. Journal of Historical Research in Marketing, 12(2), 263-283.
  • Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
  • Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation. New York: John Wiley & Sons.
  • Sporleder, T. L. (1970). Marketing functions and marketing systems: A synthesis--a comment. Journal of Marketing, 34(3), 63-64.
  • Staudt, T. A. (1958). Business management as a total system of action and the role of marketing. In Managerial Marketing: Perspectives and Viewpoints. Eugene J. Kelley and William Lazer, eds., Homewood, IIIinois: Richard D. Irwin, Inc.
  • Stewart, P. W., & Dewhurst, J. F. (1939). Does distribution cost too much? A review of the costs involved in current marketing methods and a program for improvement; The factual findings. New York, The Twentieth century fund.
  • Truong, V. D., Saunders, S. G., & Dong, X. D. (2019). Systems social marketing: A critical appraisal. Journal of Social Marketing, 9(2), 180-203.
  • Uhl, K. P. (1968). Marketing information systems and subsystems. In Marketing and the New Science of Planning, Robert L. King, ed., Chicago: American Marketing Association, pp. 163-168.
  • Vaile, R. S., Grether, T. E., & Cox, R. (1952). Marketing in the American economy. New York, The Ronald Press Company.
  • Von Bertalanffy, L. (1951). ‘General system theory: A new approach to unity of science’, Human Biology 23 (December): 303–61.
  • Von Bertalanffy, L. (1968). General system theory. New York: George Braziller, Inc.
  • Von Bertalanffy, L. (1972). The history and status of general systems theory. Academy of Management Journal, 15(4), 407-426.
  • Wilkie, W. L., & Moore, E. S. (1999). Marketing's contributions to society. Journal of Marketing, 63(4_suppl1), 198-218.
  • Wilkinson, I. (2001). A history of network and channels thinking in marketing in the 20th century. Australasian Journal of Marketing, 9(2), 23–53.

BİR DÜŞÜNCE SİSTEMİ OLARAK PAZARLAMA

Yıl 2022, Cilt: 3 Sayı: 1, 64 - 75, 30.07.2022
https://doi.org/10.54439/gupayad.1058455

Öz

Amaç: 1970'li yıllarda 'Pazarlama Yönetimi' ve 'Tüketici Davranışı Okulları'nın yükselişiyle birlikte literatürde 'Pazarlama Düşünce Sistemi Okulu' çerçevesindeki tartışmalar azalmıştır. Bu çalışmanın amacı, 1950'den 2000 yılına kadar olan pazarlama düşünce sisteminin gelişimini açıklamak ve 2000'li yıllarda yapılan çalışmalarla değerlendirilen mevcut pazarlama düşünce sistemlerini incelemektir. Gereç ve Yöntem: Çalışmanın sınırlılıklarını belirlemek için sadece İngilizce yazılmış öncü çalışmalar referans alınmıştır. Bu doğrultuda Google Akademik veri tabanında "pazarlama düşünce sistemi" anahtar kelimesi ile literatür taraması yapılmıştır. Literatür taraması sonucunda bu çalışma için seçilen çalışmalar incelenmiştir. Bulgular ve Sonuç: 1950'den 2000'e kadar olan süreçte birçok çalışma pazarlama düşünce sisteminin gelişmesine katkıda bulunmuştur. 2000'li yıllarda yapılan çalışmalarla değerlendirilen mevcut pazarlama düşünce sistemleri arasında 'Karar Destek Sistemi', 'Karmaşık Uyarlanabilir Sistem' ve ‘Pazarlamanın Belirsiz İlkesi’ yer almaktadır. Çalışmanın sonuçları tartışılmış ve önerilerde bulunulmuştur.

Kaynakça

  • Abbott, M. G. (1967). The social psychology of organizations. Educational Administration Quarterly, 3(1), 100-109.
  • Alderson, W. (1957). Marketing behavior and executive action: A functionalist approach to marketing. Richard D. Irwin Inc. Homewood, III.
  • Amstutz, A. E. (1970). Computer simulation of competitive market response. Cambridge: Massachusetts Institute of Technology, The M.I.T. Press.
  • Amstutz, A. E. (1968). Systems analysis for marketing management. The American Marketing Association Winter Conference, Washington D.C. 306-368.
  • Amstutz, A. E. (1969). Market-oriented management systems: The current status. Journal of Marketing Research, 481-496.
  • Bartels, R. (1976). The history of marketing thought. The Ohio State University, 2. Baskı, Columbus.
  • Bell, M. L. (1966). Marketing: Concepts and strategy. Boston: Houghton Mifflin Company.
  • Boddewyn, J. (1966). A construct for comparative marketing research. Journal of Marketing, 3(2), 149-153.
  • Boulding, K. E. (1956). General systems theory—the skeleton of science. Management Science, 2(3), 197-208.
  • Brien, R. H., & Stafford, J. E. (1968). Marketing information systems: A new dimension for marketing research. The Journal of Marketing, 19-23.
  • Breyer, R. F. (1934). The marketing institution. New York: McGraw-Hill Book Co.
  • Cox, R., Goodman, C., & Fichandler, T. C. (1965). Distribution in a high level economy. Englewood Cliffs: Prentice Hall.
  • Conroy, D. M., & Allen, W. (2010). Who do you think you are? An examination of how systems thinking can help social marketing support new ıdentities and more sustainable living patterns. Australasian Marketing Journal (AMJ), 18(3), 195-197.
  • Clark, F. E. (1922). Principles of marketing. Macmillan Company.
  • Dixon, D. F. (1967). A social systems approach to marketing. Social Science Quarterly, 48, 164–73.
  • Dixon, D.F. (1984). Macromarketing: A social systems perspective. Journal of Macromarketing, 4 (2), 4-17.
  • Dixon, D. F. (1999). Some late nineteenth-century antecedents of marketing theory. Journal of Macromarketing, 19(2), 115-125.
  • Dowling, G. R. (1983). The application of general systems theory to an analysis of marketing systems. Journal of Macromarketing, 3(2), 22-32.
  • Duddy, E. A., & Revzan, D. A. (1947). Marketing: A institutional approach. New York: McGraw-Hill Book Company, Inc.
  • Fisk, G. (1967). Marketing system: An introductory analysis. New York: Harper and Row.
  • Forrester, J. W. (1958). Industrial dynamics: A major breakthrough for decision makers. Harvard Business Review, 36, 37-66.
  • Gardner, D. M. (1973). Dynamic homeostasis: Behavioral research and the FTC. In Advances in Consumer Research. Scott Ward and Peter L. Wright, eds., Urbana, IIIinois: Association for Consumer Research, 1, pp. 108-113.
  • Goldstucker, J. L. (1966). A systems framework for retail location. In Science, Technology, and Marketing. Raymond M. Hass, ed., Chicago: American Marketing Association, pp. 412-429.
  • Gunn, B. (1975). The anatomy of the macro marketing system. Journal of the Academy of Marketing Science, 3(2), 161-171.
  • Hall, A., & Fagen, R. (1968). Definition of a system. In Modern Systems Research for The Behavioral Scientist, W. Buckley, ed., Chicago: Aldine Publishing, pp. 81-92.
  • Hess, R. L., Rubin, R. S., & West Jr, L. A. (2004). Geographic information systems as a marketing information system technology. Decision Support Systems, 38(2),197-212.
  • Howard, J. A. (1983). Marketing theory of the firm. The Journal of Marketing, 47(4), 90-100.
  • Hunt, S. D. (1981). Macromarketing as a multidimensional concept. Journal of Macromarketing, 1(1), 7-8.
  • Kadirov, D. (2011). Macro-systems role of marketing: Do we trade environment for welfare? Journal of Macromarketing, 31(4), 359-375.
  • Katz, D., & Kahn, R. L. (1966). The social psychology of organizations. New York: John Wiley & Sons, Inc.
  • Kuhn, A. (1963). The sutdy of society: A unified approach. Homewood, IIIinois: Dorsey Press.
  • Layton, R. A. (1981). Trade flows in macromarketing systems: Part IA macromodel of trade flows. Journal of Macromarketing, 1(1), 35-48.
  • Layton, R. A. (2009). On economic growth, marketing systems, and the quality of life. Journal of Macromarketing, 29(4), 349-362.
  • Layton, R. A. (2011). Towards a theory of marketing systems. European Journal of Marketing, 45(1/2), 259-276.
  • Lazer, W., & Kelley, E. J. (1962). The systems approach to marketing, managerial marketing: Perspectives and viewpoints. William Lazer and Eugene J. Kelley, eds., Homewood, IIIinois: Richard D. Irwin, Inc.
  • Lewison, D. M. (1973). A retail site evaluation model. Doctoral dissertation.
  • Lewis, R. J., & Erickson, L. G. (1969). Marketing functions and marketing systems: A synthesis. The Journal of Marketing, 33(3), 10-14.
  • Li, D. C., Lin, Y. S., & Huang, Y. C. (2009). Constructing marketing decision support systems using data diffusion technology: A case study of gas station diversification. Expert Systems with Applications, 36(2), 2525-2533.
  • Mackenzie, K. D., & Nicosia, F. M. (1968). Marketing systems towards formal description and structural properties. In Marketing and the New Science of Planning. Robert L. King, ed., Chicago: American Marketing Association, 14-23.
  • Meade, W. K., & Nason, R. W. (1991). Toward a unified theory of macromarketing: A systems theoretic approach. Journal of Macromarketing, 11(2), 72-82.
  • Mentzer, J. T., & Gandhi, N. (1992). Expert systems in marketing: Guidelines for development. Journal of the Academy of Marketing Science, 20(1), 73-80.
  • McNiven, M. A. (1968). Marketing research and marketing information systems. In Marketing and the New Science of Planning. Robert L. King, ed., Chicago: American Marketing Association, pp. 169-171.
  • Reidenbach, R. E., & Oliva, T. A. (1981). General living systems theory and marketing: A framework for analysis. The Journal of Marketing, 45(4), 30-37.
  • Reidenbach, R. E., & Oliva, T. A. (1983). Toward a theory of the macro systemic effects of the marketing function. Journal of Macromarketing, 3(2), 33-40.
  • Rideway, V. F. (1957). Administration of manufacturer-dealer systems. Administrative Science Quarterly, 1(4), 464-483.
  • Schwartz, G. (1963). Development of marketing theorey. Cincinnati, OH: South Western Publishing Company.
  • Shaw, E. (2014). The quest for a general theory of the marketing system. Journal of Historical Research in Marketing, 6(4), 523-537.
  • Shaw, E. H. (2020). Constructing a partially formalized general theory of the marketing system: insights from the history of marketing thought. Journal of Historical Research in Marketing, 12(2), 263-283.
  • Shaw, E. H., & Jones, D. B. (2005). A history of schools of marketing thought. Marketing Theory, 5(3), 239-281.
  • Sheth, J. N., Gardner, D. M., & Garrett, D. E. (1988). Marketing theory: Evolution and evaluation. New York: John Wiley & Sons.
  • Sporleder, T. L. (1970). Marketing functions and marketing systems: A synthesis--a comment. Journal of Marketing, 34(3), 63-64.
  • Staudt, T. A. (1958). Business management as a total system of action and the role of marketing. In Managerial Marketing: Perspectives and Viewpoints. Eugene J. Kelley and William Lazer, eds., Homewood, IIIinois: Richard D. Irwin, Inc.
  • Stewart, P. W., & Dewhurst, J. F. (1939). Does distribution cost too much? A review of the costs involved in current marketing methods and a program for improvement; The factual findings. New York, The Twentieth century fund.
  • Truong, V. D., Saunders, S. G., & Dong, X. D. (2019). Systems social marketing: A critical appraisal. Journal of Social Marketing, 9(2), 180-203.
  • Uhl, K. P. (1968). Marketing information systems and subsystems. In Marketing and the New Science of Planning, Robert L. King, ed., Chicago: American Marketing Association, pp. 163-168.
  • Vaile, R. S., Grether, T. E., & Cox, R. (1952). Marketing in the American economy. New York, The Ronald Press Company.
  • Von Bertalanffy, L. (1951). ‘General system theory: A new approach to unity of science’, Human Biology 23 (December): 303–61.
  • Von Bertalanffy, L. (1968). General system theory. New York: George Braziller, Inc.
  • Von Bertalanffy, L. (1972). The history and status of general systems theory. Academy of Management Journal, 15(4), 407-426.
  • Wilkie, W. L., & Moore, E. S. (1999). Marketing's contributions to society. Journal of Marketing, 63(4_suppl1), 198-218.
  • Wilkinson, I. (2001). A history of network and channels thinking in marketing in the 20th century. Australasian Journal of Marketing, 9(2), 23–53.
Toplam 61 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Bölüm Derlemeler
Yazarlar

Zübeyir Çelik 0000-0003-1692-9378

Erken Görünüm Tarihi 19 Mart 2022
Yayımlanma Tarihi 30 Temmuz 2022
Gönderilme Tarihi 16 Ocak 2022
Yayımlandığı Sayı Yıl 2022 Cilt: 3 Sayı: 1

Kaynak Göster

APA Çelik, Z. (2022). BİR DÜŞÜNCE SİSTEMİ OLARAK PAZARLAMA. Güncel Pazarlama Yaklaşımları Ve Araştırmaları Dergisi, 3(1), 64-75. https://doi.org/10.54439/gupayad.1058455

Dizinler (Indexing)

31143 21387  3122531320257993114421388  21386  24076 28325 28331 28684