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FROM MARKETING AS A THOUGHT TO MARKETING AS A SCIENCE: THE SCOPE, PROPERTIES AND METHODOLOGY OF MARKETING SCIENCE

Year 2023, Volume: 7 Issue: 1, 536 - 569, 31.05.2023

Onur İzmir

https://doi.org/10.30561/sinopusd.1277571

Abstract

Since its appearance in economics as a distribution matter, marketing has been discussed whether it is an art or a science. Although marketing as a thought goes as far back as approximately a century ago, its existence ontologically coincides with the similar timeline of the appearance of mankind on earth. While practitioners and some scholars with limited view of marketing are inclined to see marketing as an art, scholars and practitioners with non-profit/macro/positive perspective acknowledge marketing as ontologically, epistemologically, and methodologically an original science. The main purpose of this study is to raise awareness about scientific nature of marketing and discuss on its scope, properties, and methodology. In the context of this study, it has been emphasized that marketing is a science of exchanges which is built upon the teachings of the four pillars of social sciences, namely sociology, psychology, eco-nomics and anthropology. Marketing aims to understand, explain, predict and, to a certain extent, control exchange behaviors of humans in the real-world conditions and to bring theory and practice together. If marketing is separated from practice, it would diverge from reality and turn to a blackboard science which produces synthetic knowledge that fails to provide benefits to businesses and society, at large. This is why, marketing has been evaluated as an original and synthesized applied science in this paper.

Keywords

Marketing Theory Science of Exchanges Exchange Relations Marketing Methodology

Supporting Institution

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Project Number

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Thanks

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References

  • Aaker D. (1991). Managing Brand Equity. New York: The Free Press.
  • Aijo, T. S. (1996). The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm. European journal of Marketing, 30(2), 8-18.
  • Anderson, J. C., Håkansson, H., & Johanson, J. (1994). Dyadic business relationships within a business network context. The Journal of Marketing, 1-15.
  • Bagozzi, R. P. (1975). Marketing as exchange. The Journal of Marketing, 32-39.
  • Baker, M. J. (1995). The need for theory in marketing. In Marketing Theory and Practice (pp. 10-22). Macmillan Education UK.
  • Baker, M. J. (2000). Marketing–philosophy or function. Marketing Theory: a student text, 01-20.
  • Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
  • Bareham, J. R. (2004). Can consumers be predicted or are they unmanageable?. International Journal of Contemporary Hospitality Management, 16(3), 159-165.
  • Bartels, R. (1951). Influences on the development of marketing thought, 1900-1923. Journal of Marketing, 16(1), 1-17.
  • Bartels, R. (1976). The history of marketing thought. Columbus, OH: Grid.
  • Brennan, L., Voros, J., & Brady, E. (2011). Paradigms at play and implications for validity in social marketing research. Journal of Social Marketing.
  • Brown, S. (1995). Sources and status of marketing theory. In Marketing Theory and Practice (pp. 23-39). Macmillan Education UK.
  • Buzzell, R., D. (1963), “Is marketing a science?”, Harvard Business Review, 41 (January February), 32-40, 166-170.
  • De Chernatony, L., & McDonald, M. (1992). Creating powerful brands: the strategic route to success in consumer, industrial, and service markets. Butterworth-Heinemann.
  • Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296.
  • Finch, D., O’Reilly, N., Hillenbrand, C., & Abeza, G. (2015). Standing on the Shoulders of Giants: An Examination of the Interdisciplinary Foundation of Relationship Marketing. Journal of Relationship Marketing, 14(3), 171-196.
  • Firat, A. F., Dholakia, N., & Venkatesh, A. (1995). Marketing in a postmodern world. European journal of marketing, 29(1), 40-56.
  • Firat, A. F., & Shultz, C. J. (1997). From segmentation to fragmentation: markets and marketing strategy in the postmodern era. European journal of marketing, 31(3/4), 183- 207.
  • Grönroos, C. (1989). Defining marketing: a market-oriented approach. European journal of marketing, 23(1), 52-60.
  • Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Jossey-Bass.
  • Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
  • Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13-14), 1520-1534.
  • Gummesson, E. (1987). The new marketing—developing long-term interactive relationships. Long range planning, 20(4), 10-20.
  • Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of Customer Behaviour, 6(2), 113-141.
  • Hart, N. A. (1978). The practice of advertising. Oxford: Butterworth Heinemann (4th edition).
  • Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and implications. Journal of Services Marketing, 29(6/7), 472-484.
  • Hofstede, G., & McCrae, R. R. (2004). Personality and culture revisited: Linking traits and dimensions of culture. Cross-cultural research, 38(1), 52-88.
  • Hunt, S. D. (1994). On rethinking marketing: our discipline, our practice, our methods. European Journal of Marketing, 28(3), 13-25.
  • Hunt, S. D. (2014). Marketing Theory: Foundations, Controversy, Strategy, and Resourceadvantage Theory. Routledge.
  • Hunt, S. D., & Burnett, J. J. (1982). The macromarketing/micromarketing dichotomy: a taxonomical model. Journal of marketing, 46(3), 11-26.
  • Izmir, O. (2021). What is marketing and where does it progress? Past, present and future directions. Telli, G. and Civelek,M. (Eds) in International Congress on Business and Marketing, Istanbul, Turkey, 95-103.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Kotler, P. (1972). A generic concept of marketing. The Journal of Marketing, 46-54.
  • Kotler, P. (2005). FAQs on marketing: answered by the guru of marketing. Cyan.
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
  • Kotler, P., & Armstrong, G. (2016). Principles of marketing. 16th ed. Boston: Pearson.
  • Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. The Journal of Marketing, 10-15.
  • LeVine, R. A. (1982). Culture, behavior, and personality. Transaction Publishers.
  • Levitt, T. (1986). The Marketing Imagination. New York: Free Press.
  • Levy, S. J. (1959). Symbols for sale. Harvard business review, 37(4), 117-124.
  • Lewin, K. (1952). Field theory in social science: Selected theoretical papers by Kurt Lewin. London: Tavistock.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
  • Öztay, H. (2021). A Methodological Review of Fashion Marketing Studies. Journal of Research in Entrepreneurship Innovation and Marketing, 5(10), 68-83.
  • Saren, M. (2000). Marketing theory. Marketing Theory: a Student Text Baker, MJ (ed.), London: Thomson Learning, 21-42.
  • Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer behavior: Consumer behavior and beyond. Fort Worth, TX: Dryden Press.
  • Sheth, J. (2021). New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), 3-12.
  • Szmigin, I., & Bourne, H. (1998). Consumer equity in relationship marketing. Journal of Consumer Marketing, 15(6), 544-557.
  • Takala, T., & Uusitalo, O. (1996). An alternative view of relationship marketing: a framework for ethical analysis. European Journal of marketing, 30(2), 45-60.
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
  • Varey, R. J. (2016). The economic basis of marketing. In Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
  • Weiss, E. B. (1962). Will Marketing Ever Become a Science?. Advertising Age, 33, 64-65.
  • Weitz, B. A., & Wensley, R. (2002). Handbook of marketing. Sage.
  • Winick, C. (1961). Anthropology's contributions to marketing. The Journal of Marketing, 53-60.
  • Yau, O. H., McFetridge, P. R., Chow, R. P., Lee, J. S., Sin, L. Y., & Tse, A. C. (2000). Is relationship marketing for everyone?. European Journal of Marketing, 34(9/10), 1111-1127.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumerbased brand equity scale. Journal of business research, 52(1), 1-14.

BİR DÜŞÜNCE OLARAK PAZARLAMADAN BİLİM OLARAK PAZARLAMAYA: PAZARLAMA BİLİMİNİN KAPSAMI, ÖZELLİKLERİ VE YÖNTEMİ

Year 2023, Volume: 7 Issue: 1, 536 - 569, 31.05.2023

Onur İzmir

https://doi.org/10.30561/sinopusd.1277571

Abstract

Dağıtım konusu olarak iktisadın içerisinde ortaya çıktığından beri, pazarlamanın bir sanat mı yoksa bilim mi olduğu tartışılmaktadır. Pazarlama bir düşünce olarak yaklaşık yüz yıl kadar geriye gitmesine rağmen, ontolojik olarak var oluşu, insanoğlunun yeryüzünde ortaya çıkışıyla aynı zaman çizgisine rast gelmektedir. Pazarlama konusunda kısıtlı bir görüşe sahip uygulamacılar ve bilim adamları pazarlamayı bir sanat olarak görme eğilimindeyken kar amacı gütmeyen/makro/pozitif açıdan bakan bilim adamları ve uygulamacılar ise pazarlamanın ontolojik, epistemolojik ve metodolojik olarak bağımsız bir bilim olduğunu kabul etmektedirler. Bu çalışmanın temel amacı, pazarlamanın bilimsel doğası hakkında bir farkındalık oluşturmak ve kapsamı, özellikleri ve yöntemi üzerinde tartışmaktır. Bu çalışma kapsamında, pazarlamanın sosyal bilimlerin dört temel direği olan sosyoloji, psikoloji, iktisat ve antropolojinin öğretileri üzerine inşa edilmiş bir değişim bilimi olduğu vurgulanmıştır. Pazarlamanın asıl amacı, gerçek dünya koşullarındaki insanların değişim davranışlarını anlamak, açıklamak ve belli bir ölçüde kontrol etmek ve teori ile pratiği bir araya getirmektir. Eğer pazarlama uygulamadan ayrılırsa gerçekten uzaklaşarak işletmelere ve, geniş ölçekte, topluma fayda sağlamayan sentetik bilgi üreten bir karatahta bilimine dönüşür. Bu yüzden, pazarlama bu çalışmada orijinal, sentez ve uygulamalı bir bilim olarak değerlendirilmiştir.

Keywords

Pazarlama Teorisi Değişim Bilimi Değişim İlişkileri Pazarlama Metodolojisi

Project Number

-

References

  • Aaker D. (1991). Managing Brand Equity. New York: The Free Press.
  • Aijo, T. S. (1996). The theoretical and philosophical underpinnings of relationship marketing: Environmental factors behind the changing marketing paradigm. European journal of Marketing, 30(2), 8-18.
  • Anderson, J. C., Håkansson, H., & Johanson, J. (1994). Dyadic business relationships within a business network context. The Journal of Marketing, 1-15.
  • Bagozzi, R. P. (1975). Marketing as exchange. The Journal of Marketing, 32-39.
  • Baker, M. J. (1995). The need for theory in marketing. In Marketing Theory and Practice (pp. 10-22). Macmillan Education UK.
  • Baker, M. J. (2000). Marketing–philosophy or function. Marketing Theory: a student text, 01-20.
  • Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
  • Bareham, J. R. (2004). Can consumers be predicted or are they unmanageable?. International Journal of Contemporary Hospitality Management, 16(3), 159-165.
  • Bartels, R. (1951). Influences on the development of marketing thought, 1900-1923. Journal of Marketing, 16(1), 1-17.
  • Bartels, R. (1976). The history of marketing thought. Columbus, OH: Grid.
  • Brennan, L., Voros, J., & Brady, E. (2011). Paradigms at play and implications for validity in social marketing research. Journal of Social Marketing.
  • Brown, S. (1995). Sources and status of marketing theory. In Marketing Theory and Practice (pp. 23-39). Macmillan Education UK.
  • Buzzell, R., D. (1963), “Is marketing a science?”, Harvard Business Review, 41 (January February), 32-40, 166-170.
  • De Chernatony, L., & McDonald, M. (1992). Creating powerful brands: the strategic route to success in consumer, industrial, and service markets. Butterworth-Heinemann.
  • Elliott, R. (1997). Existential consumption and irrational desire. European Journal of Marketing, 31(3/4), 285-296.
  • Finch, D., O’Reilly, N., Hillenbrand, C., & Abeza, G. (2015). Standing on the Shoulders of Giants: An Examination of the Interdisciplinary Foundation of Relationship Marketing. Journal of Relationship Marketing, 14(3), 171-196.
  • Firat, A. F., Dholakia, N., & Venkatesh, A. (1995). Marketing in a postmodern world. European journal of marketing, 29(1), 40-56.
  • Firat, A. F., & Shultz, C. J. (1997). From segmentation to fragmentation: markets and marketing strategy in the postmodern era. European journal of marketing, 31(3/4), 183- 207.
  • Grönroos, C. (1989). Defining marketing: a market-oriented approach. European journal of marketing, 23(1), 52-60.
  • Grönroos, C. (1990). Service management and marketing: Managing the moments of truth in service competition. Jossey-Bass.
  • Grönroos, C. (1994). From marketing mix to relationship marketing: towards a paradigm shift in marketing. Management decision, 32(2), 4-20.
  • Grönroos, C. (2012). Conceptualising value co-creation: A journey to the 1970s and back to the future. Journal of Marketing Management, 28(13-14), 1520-1534.
  • Gummesson, E. (1987). The new marketing—developing long-term interactive relationships. Long range planning, 20(4), 10-20.
  • Gummesson, E. (2007). Exit services marketing-enter service marketing. Journal of Customer Behaviour, 6(2), 113-141.
  • Hart, N. A. (1978). The practice of advertising. Oxford: Butterworth Heinemann (4th edition).
  • Heinonen, K., & Strandvik, T. (2015). Customer-dominant logic: foundations and implications. Journal of Services Marketing, 29(6/7), 472-484.
  • Hofstede, G., & McCrae, R. R. (2004). Personality and culture revisited: Linking traits and dimensions of culture. Cross-cultural research, 38(1), 52-88.
  • Hunt, S. D. (1994). On rethinking marketing: our discipline, our practice, our methods. European Journal of Marketing, 28(3), 13-25.
  • Hunt, S. D. (2014). Marketing Theory: Foundations, Controversy, Strategy, and Resourceadvantage Theory. Routledge.
  • Hunt, S. D., & Burnett, J. J. (1982). The macromarketing/micromarketing dichotomy: a taxonomical model. Journal of marketing, 46(3), 11-26.
  • Izmir, O. (2021). What is marketing and where does it progress? Past, present and future directions. Telli, G. and Civelek,M. (Eds) in International Congress on Business and Marketing, Istanbul, Turkey, 95-103.
  • Keller, K. L. (1993). Conceptualizing, measuring, and managing customer-based brand equity. Journal of marketing, 57(1), 1-22.
  • Kotler, P. (1972). A generic concept of marketing. The Journal of Marketing, 46-54.
  • Kotler, P. (2005). FAQs on marketing: answered by the guru of marketing. Cyan.
  • Kotler, P., & Armstrong, G. (2010). Principles of marketing. Pearson education.
  • Kotler, P., & Armstrong, G. (2016). Principles of marketing. 16th ed. Boston: Pearson.
  • Kotler, P., & Levy, S. J. (1969). Broadening the concept of marketing. The Journal of Marketing, 10-15.
  • LeVine, R. A. (1982). Culture, behavior, and personality. Transaction Publishers.
  • Levitt, T. (1986). The Marketing Imagination. New York: Free Press.
  • Levy, S. J. (1959). Symbols for sale. Harvard business review, 37(4), 117-124.
  • Lewin, K. (1952). Field theory in social science: Selected theoretical papers by Kurt Lewin. London: Tavistock.
  • Morgan, R. M., & Hunt, S. D. (1994). The commitment-trust theory of relationship marketing. The journal of marketing, 20-38.
  • Öztay, H. (2021). A Methodological Review of Fashion Marketing Studies. Journal of Research in Entrepreneurship Innovation and Marketing, 5(10), 68-83.
  • Saren, M. (2000). Marketing theory. Marketing Theory: a Student Text Baker, MJ (ed.), London: Thomson Learning, 21-42.
  • Sheth, J. N., Mittal, B., & Newman, B. I. (1999). Customer behavior: Consumer behavior and beyond. Fort Worth, TX: Dryden Press.
  • Sheth, J. (2021). New areas of research in marketing strategy, consumer behavior, and marketing analytics: the future is bright. Journal of Marketing Theory and Practice, 29(1), 3-12.
  • Szmigin, I., & Bourne, H. (1998). Consumer equity in relationship marketing. Journal of Consumer Marketing, 15(6), 544-557.
  • Takala, T., & Uusitalo, O. (1996). An alternative view of relationship marketing: a framework for ethical analysis. European Journal of marketing, 30(2), 45-60.
  • Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of marketing, 68(1), 1-17.
  • Varey, R. J. (2016). The economic basis of marketing. In Baker, M. J., & Saren, M. (Eds.). (2016). Marketing theory: a student text. Sage.
  • Weiss, E. B. (1962). Will Marketing Ever Become a Science?. Advertising Age, 33, 64-65.
  • Weitz, B. A., & Wensley, R. (2002). Handbook of marketing. Sage.
  • Winick, C. (1961). Anthropology's contributions to marketing. The Journal of Marketing, 53-60.
  • Yau, O. H., McFetridge, P. R., Chow, R. P., Lee, J. S., Sin, L. Y., & Tse, A. C. (2000). Is relationship marketing for everyone?. European Journal of Marketing, 34(9/10), 1111-1127.
  • Yoo, B., & Donthu, N. (2001). Developing and validating a multidimensional consumerbased brand equity scale. Journal of business research, 52(1), 1-14.
There are 55 citations in total.

Details

Primary Language English
Journal Section Araştırma Makaleleri
Authors

Onur İzmir 0000-0003-3307-9344

Project Number -
Publication Date May 31, 2023
Submission Date April 5, 2023
Published in Issue Year 2023 Volume: 7 Issue: 1

Cite

APA İzmir, O. (2023). FROM MARKETING AS A THOUGHT TO MARKETING AS A SCIENCE: THE SCOPE, PROPERTIES AND METHODOLOGY OF MARKETING SCIENCE. Sinop Üniversitesi Sosyal Bilimler Dergisi, 7(1), 536-569. https://doi.org/10.30561/sinopusd.1277571
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