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Alýcý Davranýþý Okulunun Düþüncelerine Yönelik Güncel Yaklaþýmlar: Bir Literatür Analizi

Author

Listed:
  • Onur TÜRKER

    (Ýstanbul Geliþim Üniversitesi, Uygulamalý Bilimler Yüksekokulu, Lojistik Yönetimi Bölümü, oturker@gelisim.edu.tr, https://orcid.org/0000-0002-5119-0313.)

Abstract

Pazarlamanýn tarihsel geliþim sürecinde pazarlamanýn düþüncesinin geliþimine yön veren pek çok düþünce okulu ortaya çýkmýþtýr. Özellikle 21. Yüzyýl itibariyle teknolojinin geliþimi müþterilerin satýn alma davranýþlarýný önemli ölçüde etkilemesi bu düþünce okullarýnýn ilgilendiði konularýn içeriklerinde geniþleme meydana getirmiþtir. Bu araþtýrma detaylý bir þekilde yazýn araþtýrmasý yaparak pazarlama düþünce okullarýndan alýcý davranýþýn okulunun geliþtirdiði kavram ve fikirlerinin günümüz koþullarýndaki deðiþimini ortaya koymayý amaçlamaktadýr. Araþtýrma çerçevesinde öncelikle alýcý davranýþý okulunun geçmiþinden ve ele aldýðý temel konular hakkýnda bilgi verilmiþtir. Daha sonra ise alýcý davranýþý okulunun geliþtirdiði araþtýrma konularýyla ilgili son yýllarda ne tür çalýþmalar yapýldýðý ortaya koyularak pazarlama okulunun düþüncelerinin günümüzdeki durumu deðerlendirilmiþtir. Araþtýrmanýn sonucunda, alýcý davranýþý okulunun ele aldýðý konulara yönelik son yýllarda yapýlan çalýþmalar deðerlendirerek pazarlama okulunun düþüncesinin günümüzde geldiði son nokta belirlenmiþtir.

Suggested Citation

  • Onur TÜRKER, 2021. "Alýcý Davranýþý Okulunun Düþüncelerine Yönelik Güncel Yaklaþýmlar: Bir Literatür Analizi," Isletme ve Iktisat Calismalari Dergisi, Econjournals, vol. 9(1), pages 12-27.
    • Handle: RePEc:eco:journ4:2021-01-2
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    More about this item

    Keywords

    Pazarlama Okulu; Alýcý Davranýþý; Motivasyon; Kiþilik; Algýlanan Risk;
    All these keywords.

    JEL classification:

    • B29 - Schools of Economic Thought and Methodology - - History of Economic Thought since 1925 - - - Other
    • M30 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - General
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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