The Mutual Relationship between Marketing and Society
After the emergence of marketing as a discipline in the early 1900’s, the scope of marketing experienced a constant change and development. However, the researchers have not yet arrived at a conclusion about the scope of marketing. When the debates on the scope of marketing is analyzed, it may be se...
| Main Author: | |
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| Format: | Article |
| Language: | deu |
| Published: |
Mustafa Süleyman ÖZCAN
2018-12-01
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| Series: | İtobiad |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/619930 |
| _version_ | 1797628435872350208 |
|---|---|
| author | Mesut Çiçek |
| author_facet | Mesut Çiçek |
| author_sort | Mesut Çiçek |
| collection | DOAJ |
| description | After the emergence
of marketing as a discipline in the early 1900’s, the scope of marketing
experienced a constant change and development. However, the researchers have
not yet arrived at a conclusion about the scope of marketing. When the debates
on the scope of marketing is analyzed, it may be seen that the relationship
between the social issues and marketing is one of the issues at the core. In
this context, the present study aims to analyze the relationship between
society and marketing from different perspectives such as macromarketing, social
marketing, social exchange and consumer behavior. Based on the evaluation of
the relevant literature, it is suggested that the definition of marketing
should be made from the social perspective, for the concepts of marketing and society
are indispensable for each other. Thus,
society is crucial for the marketing and vice versa. The relationship between
the two is essential for enhancing the quality of life and making the world
more liveable. |
| first_indexed | 2024-03-11T10:38:26Z |
| format | Article |
| id | doaj.art-3fa3757ee6b74bb0bcbfbc77a31448b4 |
| institution | Directory Open Access Journal |
| issn | 2147-1185 |
| language | deu |
| last_indexed | 2024-03-11T10:38:26Z |
| publishDate | 2018-12-01 |
| publisher | Mustafa Süleyman ÖZCAN |
| record_format | Article |
| series | İtobiad |
| spelling | doaj.art-3fa3757ee6b74bb0bcbfbc77a31448b42023-11-14T09:41:19ZdeuMustafa Süleyman ÖZCANİtobiad2147-11852018-12-017511713310.15869/itobiad.4657842197The Mutual Relationship between Marketing and SocietyMesut Çiçek0YALOVA ÜNİVERSİTESİ, YALOVA İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİAfter the emergence of marketing as a discipline in the early 1900’s, the scope of marketing experienced a constant change and development. However, the researchers have not yet arrived at a conclusion about the scope of marketing. When the debates on the scope of marketing is analyzed, it may be seen that the relationship between the social issues and marketing is one of the issues at the core. In this context, the present study aims to analyze the relationship between society and marketing from different perspectives such as macromarketing, social marketing, social exchange and consumer behavior. Based on the evaluation of the relevant literature, it is suggested that the definition of marketing should be made from the social perspective, for the concepts of marketing and society are indispensable for each other. Thus, society is crucial for the marketing and vice versa. The relationship between the two is essential for enhancing the quality of life and making the world more liveable.https://dergipark.org.tr/tr/download/article-file/619930sosyal pazarlamamakro pazarlamasosyal alışverişpazarlamatoplumsocial marketingmacro marketingsocial exchangemarketingsociety |
| spellingShingle | Mesut Çiçek The Mutual Relationship between Marketing and Society İtobiad sosyal pazarlama makro pazarlama sosyal alışveriş pazarlama toplum social marketing macro marketing social exchange marketing society |
| title | The Mutual Relationship between Marketing and Society |
| title_full | The Mutual Relationship between Marketing and Society |
| title_fullStr | The Mutual Relationship between Marketing and Society |
| title_full_unstemmed | The Mutual Relationship between Marketing and Society |
| title_short | The Mutual Relationship between Marketing and Society |
| title_sort | mutual relationship between marketing and society |
| topic | sosyal pazarlama makro pazarlama sosyal alışveriş pazarlama toplum social marketing macro marketing social exchange marketing society |
| url | https://dergipark.org.tr/tr/download/article-file/619930 |
| work_keys_str_mv | AT mesutcicek themutualrelationshipbetweenmarketingandsociety AT mesutcicek mutualrelationshipbetweenmarketingandsociety |