Araştırma Makalesi
Yıl 2019,
Cilt: 1 Sayı: 2, 105 - 115, 18.11.2019
Öz
Ekonomi disiplinin doğuşu ile pazarlama arasında çok ince bir fark bulunmaktadır. Ekonomi yapı taşı gereği pazarlamaya temel hazırlamış olup pazarlamanın ilk dönemlerinde hızlıca tutunabilmesini sağlamıştır. Pazarlamanın tarihinin bu bağlamda daha iyi anlaşılması adına ve günümüze gelen pazarlamanın ekonomi ile hangi yollardan beraber geçtikleri adına hazırlanan bu çalışmada, pazarlamanın iktisadi bakış açısı incelenmiştir.
Pazarlama disiplini birçok farklı disiplinin kendi bünyesi altında toplamış olup karma bir disiplini en iyi şekilde ekonomik temeller üzerinde yürütmektedir. Buna göre; bu disiplinin anlaşılması sadece pazarlamanın geçmişinin bilinmesi ile yeterli olmayıp, aynı zamanda pazarlamadaki iktisadi bakış açısının geçmişinin de bilinmesi gerekmektedir. Bu çalışmada iktisadi bakış açısında pazarlamanın ekonomi disiplinin temellerini kullanarak büyümesi ve sonrasında kendi ekonomik disiplinini oluşturması incelenmiştir.
Anahtar Kelimeler
Kaynakça
- Achrol, R. S., & Kotler, P. (1999). Marketing in the Network Economy. Journal of Marketing, 63, s. 146-163.Alderson, W. (1952). Psychology for Marketing and Economics. Journal of Marketing, 17:2, s. 119-135.Arndt, J. (1981). The political economy of marketing systems: Reviving the institutional approach. Journal of Macromarketing, 1:2, s. 36-47.Arndt, J. (1983). The Political Economy Paradigm: Foundation for Theory Building in Marketing. Journal of Marketing, 47:4, s. 44-54.Bator, F. M. (1958). The anatomy of market failure. The quarterly journal of economics, 72:3, s. 351-379.Bookchin, M. (1971). Post-scarcity anarchism. Berkeley: Ramparts Press.Brynjolfsson, E., Hu, Y., & Smith, M. D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers. Management Science, 49:11, s. 1580-1596.Demsetz, H. (1969). Information and efficiency: another viewpoint. The journal of law and economics, 12:1, s. 1-22.Erdoğan, B. Z., & Çiftçi, S. D. (2015). Uygulamalı Sentez bir Bilim Olarak Pazarlama. s. 1-21.Goodman, M. K. (2004). Reading fair trade: political ecological imaginary and the moral economy of fair trade foods. Political geography, 23:7, s. 891-915.Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11:2, s. 143-163.Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67:9, s. 2407-2059.Horsky, D., & Sen, S. K. (1980). Interfaces Between Marketing and Economics . The Journal of Business, 53:3, s. 5-12.Houston, F. S., & Gassenheimer, J. B. (1987). Marketing and Exchange. Journal of Marketing, 51:4, s. 3-18.Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36:2, s. 46-54.Kotler, P. (1974). Marketing during Periods of Shortage. Journal of Marketing, 38:3, s. 20-29.Madsen, E. K., & Pederson, K. (2013). From price theory to marketing management: Danish contributions 1930‐1960. Journal of Historical Research in Marketing, 5:2, s. 172-191.Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14:3, s. 193-207.Mutula, S. M., & Van Brakel, P. (2007). ICT skills readiness for the emerging global digital economy among small businesses in developing countries: Case study of Botswana. Library Hi Tech, 25:2, s. 231-245.Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard business review, 76, s. 97-105.Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1:2.Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. St. Martin's Press.Tapscott, D. (1996). The Digital Economy: Promise and peril in the age of networked intelligence. New York:: McGraw-Hill.Varey, R. (2010). The economics basis of marketing. Marketing theory: A student text (s. 101-120). içindeZervas, G., Proserpio, D., & Byers, J. W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research, 54:5, s. 687-705.
Yıl 2019,
Cilt: 1 Sayı: 2, 105 - 115, 18.11.2019
Öz
Kaynakça
- Achrol, R. S., & Kotler, P. (1999). Marketing in the Network Economy. Journal of Marketing, 63, s. 146-163.Alderson, W. (1952). Psychology for Marketing and Economics. Journal of Marketing, 17:2, s. 119-135.Arndt, J. (1981). The political economy of marketing systems: Reviving the institutional approach. Journal of Macromarketing, 1:2, s. 36-47.Arndt, J. (1983). The Political Economy Paradigm: Foundation for Theory Building in Marketing. Journal of Marketing, 47:4, s. 44-54.Bator, F. M. (1958). The anatomy of market failure. The quarterly journal of economics, 72:3, s. 351-379.Bookchin, M. (1971). Post-scarcity anarchism. Berkeley: Ramparts Press.Brynjolfsson, E., Hu, Y., & Smith, M. D. (2003). Consumer Surplus in the Digital Economy: Estimating the Value of Increased Product Variety at Online Booksellers. Management Science, 49:11, s. 1580-1596.Demsetz, H. (1969). Information and efficiency: another viewpoint. The journal of law and economics, 12:1, s. 1-22.Erdoğan, B. Z., & Çiftçi, S. D. (2015). Uygulamalı Sentez bir Bilim Olarak Pazarlama. s. 1-21.Goodman, M. K. (2004). Reading fair trade: political ecological imaginary and the moral economy of fair trade foods. Political geography, 23:7, s. 891-915.Gordon, R., Carrigan, M., & Hastings, G. (2011). A framework for sustainable marketing. Marketing Theory, 11:2, s. 143-163.Hamari, J., Sjöklint, M., & Ukkonen, A. (2016). The Sharing Economy: Why People Participate in Collaborative Consumption. Journal of the Association for Information Science and Technology, 67:9, s. 2407-2059.Horsky, D., & Sen, S. K. (1980). Interfaces Between Marketing and Economics . The Journal of Business, 53:3, s. 5-12.Houston, F. S., & Gassenheimer, J. B. (1987). Marketing and Exchange. Journal of Marketing, 51:4, s. 3-18.Kotler, P. (1972). A Generic Concept of Marketing. Journal of Marketing, 36:2, s. 46-54.Kotler, P. (1974). Marketing during Periods of Shortage. Journal of Marketing, 38:3, s. 20-29.Madsen, E. K., & Pederson, K. (2013). From price theory to marketing management: Danish contributions 1930‐1960. Journal of Historical Research in Marketing, 5:2, s. 172-191.Möhlmann, M. (2015). Collaborative consumption: determinants of satisfaction and the likelihood of using a sharing economy option again. Journal of Consumer Behaviour, 14:3, s. 193-207.Mutula, S. M., & Van Brakel, P. (2007). ICT skills readiness for the emerging global digital economy among small businesses in developing countries: Case study of Botswana. Library Hi Tech, 25:2, s. 231-245.Pine, B. J., & Gilmore, J. H. (1998). Welcome to the Experience Economy. Harvard business review, 76, s. 97-105.Polonsky, M. J. (1994). An Introduction To Green Marketing. Electronic Green Journal, 1:2.Rifkin, J. (2014). The zero marginal cost society: The internet of things, the collaborative commons, and the eclipse of capitalism. St. Martin's Press.Tapscott, D. (1996). The Digital Economy: Promise and peril in the age of networked intelligence. New York:: McGraw-Hill.Varey, R. (2010). The economics basis of marketing. Marketing theory: A student text (s. 101-120). içindeZervas, G., Proserpio, D., & Byers, J. W. (2017). The Rise of the Sharing Economy: Estimating the Impact of Airbnb on the Hotel Industry. Journal of Marketing Research, 54:5, s. 687-705.
Toplam 1 adet kaynakça vardır.
Ayrıntılar
| Birincil Dil | Türkçe |
|---|---|
| Konular | İşletme |
| Bölüm | Makaleler |
| Yazarlar | |
| Yayımlanma Tarihi | 18 Kasım 2019 |
| Gönderilme Tarihi | 21 Ekim 2019 |
| Kabul Tarihi | 5 Kasım 2019 |
| Yayımlandığı Sayı | Yıl 2019 Cilt: 1 Sayı: 2 |
