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Postmodern Pazarlama Perspektifi

Author

Listed:
  • Muazzez BABACAN

    (Dokuz Eylul Universitesi Izmir Meslek Yuksek Okulu)

  • Ferah ONAT

    (Dokuz Eylul Universitesi Izmir Meslek Yuksek Okulu)

Abstract

Postmodern kultur, pazarlamayi kucaklayan dis cevreden baslayarak, bire bir pazarlama kavramina kadar evrensel ve yerel anlamda yeni sentez ve sunumlara neden olmustur. Dunya ekonomisindeki dalgalanmalar, krizler; internetin sagladigi eticaret ve sanal iletisim olanaklari, alisilmis urun cesidi, sunumu, dagitim ve ulastirma bicimlerini degisime ugratmistir. Mekan kullanimina bagli olarak ilgisiz urunlerin bir arada sunulmasi, tanitim ve reklam etkinliklerinde postmodern sanattan yararlanilmasi, pazarlama iletisim mesajlarinin eklektik bir anlayisla sunulmasi hep postmodern kulturun tuketim kaliplari uzerinde yaptigi etkilerdir. Bu makalede pazarlamanin postmodern gorunumleri ele alinmakta ve perspektiflerinden ornekler verilmektedir.

Suggested Citation

  • Muazzez BABACAN & Ferah ONAT, 2002. "Postmodern Pazarlama Perspektifi," Ege Academic Review, Ege University Faculty of Economics and Administrative Sciences, vol. 2(1), pages 12-20.
    • Handle: RePEc:ege:journl:v:2:y:2002:i:1:p:12-20
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    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

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