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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.
The recognition of marketing as an academic thought is based on the beginning of the 20th century. The change of the topic and problems related to marketing over time has led to the appearance of different thinking schools in the field of marketing. One of these schools is the system school based on the 1950s. The objective of the current study is to address the historic development of the marketing system thinking school and the system approach in marketing. In this framework, important works written from the past to the present system school literature have been studied. In the context of the marketing theory, the study of Turkish literature on the marketing thinking schools has shown that the number of studies in this field is quite limited. When the national databases were investigated, there was no study that discussed the historic development of the System School and collected the research done so far on this school of thought. The current study aims to close this gap in literature and contribute to the field of marketing theory.
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.
Field : Sosyal, Beşeri ve İdari Bilimler
Journal Type : Uluslararası
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