Author :
Abstract
Pazarlamanın tarihsel gelişiminin incelenmesi ve aynı düşünce üzerine yakın görüşlerin toplanmış ve sınıflandırılmış olmasının üzerinden uzun bir süre geçmiştir. Son 10 yıl içerisinde bilgisayar teknolojilerinin ve internetin yaygınlaşması, pazarlamanın hızlı bir değişim süreci içerisine girmesini sağlamıştır. Pazarlamanın düşünce okulları bu değişim ve farklı görüşlerin çoğalması sebebiyle, her bir okulun ilgilendiği konularda genişleme meydana gelmiştir. Bu çalışmada, pazarlamanın düşünce okullarından, kurumsal okulun geçmişi ve gelişim sürecine değinilmektedir.
Keywords
Abstract
It has been long time since the examination of the historical development of marketing in which close perpectives on the same thought at marketing are collected and classified. Within last decade, the widespread use of computer technology and the internet has enabled marketing to enter into a rapid change process. Due to this changes and the increasing numbers of different views, topics of marketing schools of thougt has expanded.This study examines the history of institutional school of thought in marketing and it’s evolution processof historical developments.
Keywords
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