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PAZARLAMA BILIM MIDIR?
Bir çirpida yanitlanmasi güç olan bu sorunun yaniti, pazarlama kavraminin tarihsel gelisiminde yatiyor. Bir meta olarak ürünün ve seri üretimin ortaya çikisi, pazarlama nosyonunun önünü açti ve pazarlama, 20. yüzyilin basindan bu yana gerek kendi gelistirdigi gerekse de diger disiplinlerden ödünç aldigi teorilerle sekillendi. Bugün gelinen noktada ise akademik çevrelerde pazarlamanin “pazarin davranislarini inceleyen bir bilim” oldugu yönünde genel bir uzlasi var.
Pazarlamanin bir bilim olarak görevini yerine getirirken faydalandigi kuramlari ilk kez bu kadar kapsamli bir çerçevede bir araya getiren Pazarlama Teorileri vazgeçilmez bir referans kitap olmaya aday.
“Bu eser, pazarlama dünyasinda kullanilan 24 kurami incelemekte ve degerli akademisyen yazarlar araciligiyla çok yararli ve güncel bilgiler sunmaktadir. Dilerim, her bir kurami farkli akademisyenin yazdigi konular, ülkemizde bu kuramlari, kavramlari bilmek isteyenlere ilham kaynagi olur ve onlarin çalismalarina, uygulamalarina yardimci olur.”
Prof. Dr. Yavuz Odabasi

Ürün Adı: Pazarlama Teorileri
Ürün Kodu: 9786054584536
Yazar: Serap Çabuk
Basım Yılı: 2015
Kapak Türü: Karton Kapak
Sayfa Sayısı: 528
Kağıt Cinsi: Kitap Kağıdı
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