| Recommended Reading List |
1-Defining Marketing - (Mithat Üner)2-Marketing-Philosophy or Function? Baker & Saren, Chpt 13-Domain of Marketing (Michael J. Baker)4-The Role of Marketing and the Firm, Weitz & Wensley, Chpt 35-The Need for Theory in Marketing, Michael J. Baker6-Marketing Theory, Baker & Saren, Bölüm 2-Pazarlama Teorisi7-On Rethinking Marketing: Our Discipline, Our Practice, Our Methods, Shelby D. Hunt.8-A Generic Concept of Marketing, Philip Kotler 9-Marketing as Exchange, Richard P. Bogazzi 10-Tarihsel Perspektiften Geleceğe Pazarlamanın Seyri, M.Ali Paylan ve Ömer Torlak11-A History of Marketing Thought, Weitz & Wensley, Chpt.212-How Modern is Modern Marketing? Marketing’s Evolution and the Myth of the “Production Era”, Ronald A. Fullerton 13-The Economic Basis of Marketing, Baker & Saren, Chpt.514-The Psychological Basis of Marketing, Baker & Saren, Chpt.615-The Sociological Basis of Marketing, Baker & Saren, Chpt.716-Cultural Aspects of Marketing, Baker & Saren, Chpt.817-Symbols for Sale Sidney J. Levy18-Marketing’s Relationship to Society, Weitz & Wensley, Chpt.1 19-An Institutional Aproach to Sustainable Marketing, Baker & Saren, Chpt.1720-Marketing Ethics, Baker & Saren, Chpt.421-From Marketing Mix to Relationship Marketing: Towards a Paradigm Shift in Marketing, Christian Grönroos22-Relationship Marketing as a Paradigm Shift: Some Conclusions from the 30R Approach, Evert Gummesson23-İlişkisel Pazarlamanın Teorik Temelleri: Etkileşim ve Şebeke Yaklaşımları, Can Erkin Armutlu24-The Theoretical and Philosophical Underpinnings of Relationship Marketing, Toivo S Aijo 25-An Alternative View of Relationship Marketing: A Framework for Ethical Analysis, Tuomo Takala ve Outi Uusitala26-The Value Concept and Relationship Marketing, Annika Ravald & Christian Grönroos27-Conceptualising Value Co-Creation: A Journey to the1970s and Back to the Future, Christian Grönroos 28-The Co-Creative Practice of Forming a Value Proposition, Christian Kowakowski vd.29-Exit Services Marketing-Enter Service Marketing, Evert Gummesson30-Evolving to a New Dominant Logic for Marketing, Stephen L.Vargo & Robert F.Lusch31-Consumer Equity in Relationship Marketing, Isabelle Szmigin32-Marketing Myopia, Theodore Levitt33-Marketing: Convict or Savior of Global Crises - (B.Zafer Erdoğan) |
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