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KLASiK PAZARLAMA TEORİSİNİN YERLEŞiK BiLEŞENLER (4P) MODELİNE BİR ELEŞTİRİ

Journal Name:

  • İstanbul Üniversitesi Siyasal Bilgiler Fakültesi Dergisi

Publication Year:

  • 1994
Author NameUniversity of AuthorFaculty of Author
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Abstract (Original Language): 
Bu makalede, klasik pazarlama teorisinin, adela ana direkierini olugturan " pazarlamanrn diirt bileqeni" ( 4 P ) kavramsalm odeli; ortaya atrhqrndanb u yana gcEirdi[i kronolojik gerEeveb azrndair delenerek, degigen ve geligen pazarlama dinamikleri karqrsrndaki aktiiel durumu analiz edilmeye EahgrlmrgtrrO. rtaya konulan ve genel deyiqle "4P modelinin z e n g i n l e g t i r i l m e s i " temelined ayananE rkarsarnalanmrzrbnu konuda yeni ve alternatif gahqma ve Eabalan giindeme getirmesi,t inemli amaqlanmrzdanb irisidir.
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  • 8
5-8
  • Turkish

REFERENCES

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Notlan, Istanbul. 1994.
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Meseles inGc el igi rncBi i r Yak laqrm"l.s tanhul
Ticaret Odasr Yayrnr, 1993.
9..FermanM, ., "YagamK alitesi ve Pazarlama
Uzerine Delerl e ndirmeler ", P azarlama
l)iinyasr,C)cak-$ubIa 9l8 9, s.28-3L
10.F rey,A .M. , "Adver ist ing"3. rd Ed. ,R onaid
Press,N ew York, 1961.
11. Kent, R,A., "Faith in the Four Ps: An
A l t c r n a t i v e " , Jorunal of Marketing
ManagemenVt ,o l .2 No.2, 1986.
12. Kotier, P., "Megamarketing", Harvard
BusinessR eview,V ol.64 (March/April),1 986.
13.K ot ler ,P . ve Armst rongG, . , "Pr incipleso f
M a r k e t i n g " , 4 t h . Ed.. Prentice Hall I n c . ,
Englewood Clitfs, N.J., i989.
1. Ber r y , L.L. , "Ser vj ce Mar ket ing i s
Dift'erent", Loveilock, E.'nin editOrliigiinde
"ServicesM arketing"i ginde,P erenticeH all Inc.
Englewood Cliffs. NJ. I 990.
2. Borden, N.H., "The Concept of the
MarketingM ix", Sciencein Marketing.J .Wiley
and Sons. New York, 1960.
3. Cowell, D., "The Marketing of Services".
HeinemanL, ondon,1 984.
4. Culliton,J ., "The Managemenot f Marketing
Costs",D ivision of ResearchG, raduateS chool
of Bu sinessA dmjnistrationH, arvardU niv ersity,
1948.
5. Ferman. M.. "Pazarlama Yrinetimi" Ders
Notlan, Istanbul. 1994.
6 . F e rma n ,M . . "Qa g d a gi q l e t n r ev e Bi z " .
MakalelerS egkisi,is tanbul,I 994.
7. Ferman,M . , "Hizmet Puzar lamasUr zer ine
Delerlendirmeler", Pazarlama Dlinyasr,Ocak-
$ u b a t1 9 8 8s, . 2 5 - 3 1 .
8. Fcrman, M., "Tiiketicinin Korunrnasl
Meseles inGc el igi rncBi i r Yak laqrm"l.s tanhul
Ticaret Odasr Yayrnr, 1993.
9..FermanM, ., "YagamK alitesi ve Pazarlama
Uzerine Delerl e ndirmeler ", P azarlama
l)iinyasr,C)cak-$ubIa 9l8 9, s.28-3L
10.F rey,A .M. , "Adver ist ing"3. rd Ed. ,R onaid
Press,N ew York, 1961.
11. Kent, R,A., "Faith in the Four Ps: An
A l t c r n a t i v e " , Jorunal of Marketing
ManagemenVt ,o l .2 No.2, 1986.
12. Kotier, P., "Megamarketing", Harvard
BusinessR eview,V ol.64 (March/April),1 986.
13.K ot ler ,P . ve Armst rongG, . , "Pr incipleso f
M a r k e t i n g " , 4 t h . Ed.. Prentice Hall I n c . ,
Englewood Clitfs, N.J., i989.

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