Anahtar Kelimeler
Pazarlama Araştırmaları
Pazarlama Kuramı
Nasıl Atıf Yapılır
Öz
Bu makalenin yazılış amacı pazarlama biliminde hissedilmekte olan paradigma değişimini ele almaktır. Modernizmden Postmodernizme ve şimdi de Neomodernizme doğru gerçekleşen bu paradigma değişimi, pazarlama araştırmalarına yönelik bilgi üretimi bakımından olduğu kadar pazarlama kuramı ve uygulamasına ilişkin bilgi üretimi bakımından da yeni bakış açıları sunmaktadır. Neomodernizm kendinden önceki paradigmaların (Modernizm ve Postmodernizm gibi) genel kabul görmüş yönlerini bir araya getirerek, daha olgunlaşmış ve kapsayıcı bir görüş sunar. Bu makalede, öncelikle Neomodernizin ortaya çıkışı tarihsel açıdan ortaya konmuş, ikinci olarak ise, bu yeni paradigmanın pazarlama araştırması, pazarlama kuramı ve uygulamasının belirli yönlerine ilişkin çıkarımlar tartışılmıştır.
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