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Sosyal Sorumluluk ve Ahlaki Yaklaşımlar Çerçevesinde Pazarlamanın Sürdürülebilir Gelişmedeki Rolü

The Role of marketing in the sustainable development in the frame of social responsibility and ethical approaches

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Abstract (2. Language): 
The aim of this paper is to determine in which conditions marketing will provide more contribution to sustainability by revealing how marketing morality reflects real world. For this purpose, this paper discusses ethical bases of social responsibilities underpinning sustainability and what kind of barriers the marketing encounter in the system in which it operates. This paper, in which traces of ethical egoism, which is highlighted nearly in all marketing implementations based on ethical basis isalso searched in the marketing theories advocates that rather than building morality concept on ideals that can not be realized, building it on ethical egoism will contribute more to the sustainable development. However, companies that operate within the capitalist system have to fulfill financial earnings in the short term in order to maintain behaviours that favour society’s benefit in the long term. For this reason, the paper concludes that unless marketing approaches which serve for sustainability are supported by all the groups in the society especially by the consumers, it is unavoidable that marketers will maintain behaviours which support sustainability only as a differentiation tool.
Abstract (Original Language): 
Bu çalışmanın amacı, pazarlama ahlakının gerçek hayata nasıl yansıdığını ortaya koyarak, sürdürülebilirliğe hangi şartlarda daha fazla katkı yapacağını saptamaktır. Bu amaçla, sürdürülebilirliğe hizmet eden sosyal sorumluluklarının ahlaki temelleri ve pazarlamanın içinde faaliyet gösterdiği sistemde ne tür ahlaki engellerle karşılaştığı tartışılmıştır. Ahlaki temele dayandırılan pazarlama uygulamalarının hemen hepsinde öne çıkan ahlaki egoizmin izlerinin, ahlak teorilerinde de arandığı bu çalışmada, ahlak kavramının gerçekleşmesi mümkün olmayan ideal kavramlar yerine, ahlaki egoizm üzerine inşa edilmesinin sürdürülebilir gelişmeye daha fazla katkı sağlayacağı savunulmuştur. Bununla beraber, kapitalist sistemde faaliyet gösteren işletmelerin uzun vadede toplumsal çıkar sağlayan davranışları gösterebilmelerinin, kısa vadeli finansal başarılara bağlı olması, sürdürülebilirliğe hizmet eden pazarlama anlayışının tüm toplum kesimleri, özellikle tüketiciler tarafından desteklenmesi gerektiği, aksi halde, pazarlamacıların sürdürülebilirliği destekleyen davranışları sadece farklılaştırma amacıyla kullanmalarının kaçınılmaz olduğu sonucuna varılmıştır.
FULL TEXT (PDF): 
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