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Pazarlama Faaliyetlerinin İzlerini Eski Asur Ticaretinde Aramak: Kültepe Tabletlerine İlişkin Yazın Üzerinden Bir Yeniden Okuma

Yıl 2022, Cilt: 15 Sayı: 1, 245 - 270, 31.01.2022

Öz

Bu çalışmanın amacı, Eski Asur Ticaret Dönemi’nde (M.Ö. 1930-1700) Pazarlama Tarih (PT) araştırmasına konu olabilecek faaliyetlerin bulunup bulunamayacağını, Kültepe buluntularına ilişkin yazın üzerinden yeniden okumak ve tartışmaktır. Bu dönemin tercih edilme nedeni, Kayseri Kültepe kazılarında, ilgili döneme ait ekonomik/ticari yapı ve ilişkiler hakkında tutarlı yorum yapmayı sağlayabilecek yazılı belge bulunmasıdır. Bu açıdan çalışmada, Kültepe buluntularına ilişkin tarih, ekonomi tarihi ve işletmecilik alanlarıyla ilgili çalışmalar taranarak, PT yazınında ağırlıklı olarak kullanılan teoriler (değişim, makro pazarlama, pazarlamanın aracı işlevleri, markalanma) üzerinden yeniden yorumlanır. Çalışmanın temel katkısı, pazarlama faaliyetlerine yönelik öncel uygulamaların Eski Asur Ticaret döneminde kullanılmış olabileceğine ilişkin yazın destekli yorumlar yaparak, pazarlama alanındaki anaakım tarihsel panoramaya ilişkin çerçeveyi genişletme çabası olarak gösterilebilir.

Kaynakça

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Looking For the Traces of the Marketing Activities in the Old Assyrian Trade: A Re-Reading Through the Literature Related To Kultepe Tablets

Yıl 2022, Cilt: 15 Sayı: 1, 245 - 270, 31.01.2022

Öz

The aim of this study is to re-read and discuss whether there can be found activities that could be the subject of Marketing History (MH) research in the Old Assyrian Trade Period (M.Ö. 1930-1700) through the literature related to Kültepe finds. The reason why this period has been preferred is that there are written documents in Kayseri Kultepe excavations that can provide a consistent interpretation about the economic/commercial structure and relations belonging to the relevant period. In this respect, studies in the fields of the history, economic history and business administration related to Kultepe finds have been reviewed and reinterpreted through the theories (change, macro marketing, intermediary functions of marketing, branding) that are commonly used in the MH literature in this study. The main contribution of the study can be shown as an effort to expand the framework of the mainstream historical panorama in the field of marketing by making literature-supported comments regarding the fact that the predecessor practices for marketing activities might have been used in the Old Assyrian Trade period.

Kaynakça

  • Alderson, W. ve Shapiro, S. J. (1957). Marketing Behavior and Executive Action: A Functionalist Approach To Marketing Theory. RD Irwin Homewood, IL
  • Amin, S. (2014): Avrupamerkezcilik: Bir İdeolojinin Eleştirisi (çev. Mehmet Sert). İstanbul: Yordam Ya.
  • Aristoteles (2020). Politika (çev. Furkan Akderin). Ankara: Say Ya.
  • Arndt, J. (1981). The Political Economy of Marketing Systems: Reviving the Institutional Approach. Journal of Macromarketing, 1(2): 36-47.
  • Atici, L. (2014). The Secondary Products Revolution in Light of Textual Evidence From Kültepe/Kanesh, Central Turkey. Haskel J. Greenfield (der.) Animal Secondary Products: Domestic Animal Exploitation in Prehistoric Europe, the Near East and the Far East, 233-252. Oxbow Books
  • Bagozzi, R. P. (1975). Marketing as Exchange. Journal of Marketing, 39(4): 32-39.
  • Barjamovic, G. (2011). A Historical Geography of Anatolia in The Old Assyrian Colony Period (Vol. 38). Denmark: Museum Tusculanum Press.
  • Barjamovic, G. (2018). Interlocking Commercial Networks and the Infrastructure of Trade in Western Asia During the Bronze Age. Kristian Kristiansen, Thomas Lindkvist, Janken Myrdal (der.). Trade and Civilisation: Economic Networks and Cultural Ties from Prehistory to the Early Modern Era. s.113-142. Cambridge University Press.
  • Barjamoviç, G. (2019). Tüccarlar ve Seyyahlar: Anadolu’da Assurlular. Kemalettin Köroğlu ve Selim Ferruh Adalı (der.). Asurlular: Dicleden Toroslara Tanrı Assur’un Krallığı, 24-50. İstanbul: YKY.
  • Bartels, R. (1988). The History of Marketing Thought. Colombus: Publishing Horizons.
  • Bartels, R. ve Jenkins, R. L. (1977). Macromarketing. Journal of Marketing, 41(4), 17-20.
  • Bilgiç, E. ve Bayram, S. (1995). Ankara Kültepe Tabletleri 2, Ankara: Türk Tarih Kurumu Ya.
  • Cassels, J. M. (1936). The Significance of Early Economic Thought On Marketing. Journal of Marketing, 1(2): 1-12.
  • Chaganti, R. (1981). Macromarketing: Elements of a Framework for Normative Evaluation. Journal of Macromarketing, 1(2): 56-60.
  • Clark, F. E. (1922). Principles of Marketing. Newyork: Macmillan.
  • Cochoy, F. (1998). Another Discipline for the Market Economy: Marketing as a Performative Knowledge And Know-How For Capitalism. The Sociological Review, 46(1): 194-221.
  • Cripps, E. L. (2014). Money and Prices in the Ur III Economy of Umma. Wiener Zeitschrift für die Kunde des Morgenlandes, 104: 205-232
  • Curtis, J. B., ve Hallo, W. W. (1959). Money and Merchants in Ur III. Hebrew Union College Annual, 30: 103-139.
  • Çayır, M. ve Albayrak, İ. (2018). Yerli Halka Ait Bir Grup Kültepe Tableti. Archivum Anatolicum-Anadolu Arşivleri, 12 (1): 1-20.
  • Dale, G. (2013). Marketless Trading in Hammurabi’s Time: A Re-Appraisal. Journal of the Economic and Social History of the Orient, 56(2): 159-188.
  • Dercksen, J. G. (1999). Trade and Finance in Ancient Mesopotamia. Proceedings of the First MOS Symposium (Leiden 1997) Nederlands Historisch-Archaeologisch Institution.
  • Dercksen, J. G. (2014). The Old Assyrian Trade and Its Participants. Documentary Sources in Ancient Near Eastern and Greco-Roman Economic History. Methodology and Practice, 59-112.
  • Dichter E. (1947). The Psychology of Everyday Living. New York: Barnes and Noble
  • Dixon, D. F. (1967). A Social Systems Approach to Marketing. The Southwestern Social Science Quarterly, 164-173.
  • Dixon, D. F. (2002). Emerging Macromarketing Concepts: From Socrates to Alfred Marshall. Journal of Business Research, 55(2): 87-95.
  • Dowling, G. R. (1983). The Application of General Systems Theory to an Analysis of Marketing Systems. Journal of Macromarketing, 3(2): 22-32.
  • Erdoğan, B. Z. ve İşlek, M. S. (2013). Pazarlamaya Farklı Yaklaşımlar ve Kültürün Bu Yaklaşımlar Üzerindeki Rolü: Anglo-Sakson, Alp-Germen ve Anadolu Yaklaşımları Karşılaştırılması. Pazarlama ve Pazarlama Araştırmaları Dergisi, 6(12): 117-138.
  • Erdoğan, B. Z. ve Çifçi, S. D. (2015). Uygulamalı Sentez Bir Sosyal Bilim Olarak Pazarlama. Pazarlama Teorisi ve Uygulamaları Dergisi, 1(1): 1-21
  • Erdoğan, B. Z. ve İşlek, M. S. (2018). Pazarlamaya Erdem Yönlü Bakış: Anadolu Bakış Açısı. Erdoğan, B. Z. (edt.) Bilim Olarak Pazarlama, 185-206. İstanbul: Beta Ya.
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  • Layton, R. A. (2007). Marketing Systems—A Core Macromarketing Concept. Journal of Macromarketing, 27(3): 227-242.
  • Layton, R. A. (2015). Marketing, Marketing Systems, and the Framing of Marketing History. Journal of Historical Research in Marketing, 7(4): 549-572.
  • McCarthy, E. J. (1978). Basic Marketing: A Managerial Approach. Newyork: RD Irwin.
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  • North, D. C. (1990). Institutions, Institutional Change and Economic Performance. Cambridge University Press.
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  • Otto, A. (2019). Marketplaces in Syro-Mesopotamia in the Second Millennium BC in the Light of New Archaeological Research. Weight and Value, 1: 203-217
  • Öztürk, G. (2019). Yeni Kazılar Işığında MÖ 3. Binyıl'ın Sonunda ve MÖ 2. Binyıl'ın Başında Kültepe Mühür ve Mühür Baskıları. Ankara Üniversitesi Sosyal Bilimler Enstitüsü Doktora Tezi.
  • Özgüç, N. (2006). Kültepe-Kanis/Nesa: Yerli Peruwa ve Assur-ımmınti’nin Oğlu Assur’lu Tüccar Uşur-sa-Iştar’ın Arşivlerine Ait Kil Zarfların Mühür Baskıları, Ankara: Türk Tarih Kurumu Yayınları.
  • Papatya, N. ve Papatya, G. (2003). Pazarlamada Paradigmik Değisim ya da Postmodern Devrim; Tarihsel ve Eleştirel Bir Deneme. Pi- Pazarlama İletişim ve Kültür Dergisi, 2(6): 24-39.
  • Papatya, N. ve Geniş, M. A. (2019). Hegemonik Güç Olarak Pazarlama İdeolojisi Nasıl “Yanlış Bilinç” Üretebilir? Kültürel Okumalar Üzerinden Eleştirel Duruş ve Çözümleme. Süleyman Demirel Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 24(4): 1031-1043.
  • Platon (2014). Devlet (çev. Sabahattin Eyüboğlu ve M. Ali Cimböz), İstanbul: İş Bankası Kültür Ya.
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  • Powell, M. (1996). Money in Mesopotamia. Journal of the Economic and Social History of the Orient, 39(3): 224-242.
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  • Shaw, E. H. (2016). Ancient and Medieval Marketing. (edt). D.G. Brian Jones, Mark Tadajewski Routledge Companion to Marketing History, 23-40. London: Routledge.
  • Shaw, E. H. (2020). Constructing a Partially Formalized General Theory of the Marketing System: Insights from the History of Marketing Thought. Journal of Historical Research in Marketing, 12(2): 263-283.
  • Shaw, E. H. ve Jones, D. B. (2005). A History of Schools of Marketing Thought. Marketing Theory, 5(3): 239-281.
  • Sheth, J., Garrett, D. E. ve Gardner, D. M. (2019). Pazarlama Teorisi: Gelişimi ve Değişimi (çev. Edt. Elif Yolbulan Okan vd.) İstanbul: Beta Ya.
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  • Steiner, R. L. (1976). The Prejudice Against Marketing: Society Honors Those Who Build Better Mousetraps But Suspects Those Who Market Mousetraps Better. Journal of Marketing, 40(3): 2-9.
  • Steinkeller, P., ve Hudson, M. C. (Eds.). (2015): Labor in the Ancient World. Islet.
  • Tadajewski, M. (2006). The Ordering of Marketing Theory: The Influence of McCarthyism and the Cold War. Marketing Theory, 6(2): 163-199.
  • Trouillot, M. R. (1995). Silencing the Past: Power and the Production of History. Beacon Press.
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  • Varman, R. (2018). Postcolonialism, Subalternity, and Critical Marketing. Mark Tadajewski vd. (der.). Forthcoming in Routledge Companion to Critical Marketing. Routledge.
  • Varman, R., ve Saha, B. (2009). Disciplining the Discipline: Understanding Postcolonial Epistemic Ideology in Marketing”. Journal of Marketing Management, 25(7-8): 811-824.
  • Veenhof, K. R. (1972). Aspects of Old Assyrian Trade and Its Terminology. By KR Veenhof (Vol. 10). Brill Archive.
  • Veenhof, K. R. (1977). Some Social Effects of Old Assyrian Trade. Iraq, 39(1): 109-118.
  • Veenhof, K. R. (1988). Prices and Trade. The Old Assyrian Evidence. Altorientalische Forschungen, 15, 243.
  • Veenhof, K. (1997). Modern Features in Old Assyrian Trade. Journal of the Economic and Social History of the Orient, 40(4): 336-366.
  • Veenhof, K. R. ve Eidem, J. (2008). Mesopotamia: The Old Assyrian Period. Fribourg, Switzerland Germany: Academic Press / Vandenhoeck Ruprecht.
  • Veenhof, K. R. (2009). Ancient Assur: The City, Its Traders, and Its Commercial Network. Journal of the Economic and Social History of the Orient, 53(1-2): 39-82
  • Weld, L. D. H. (1916). The Marketing of Farm Product. New York: The Macmillan Company. Erişim Adresi: https://archive.org/details/cu31924014482925/page/n89/mode/2up. Erişim Tarihi 16.04.2021 Weld, L. D. (1917). Marketing Functions and Mercantile Organization. The American Economic Review, 7(2): 306-318.
  • Wilkie, W. L. ve Moore, E. S. (2003). Scholarly Research in Marketing: Exploring The “4 Eras” of Thought Development. Journal of Public Policy & Marketing, 22(2): 116-146.
  • Wengrow, D. (2008). Prehistories of Commodity Branding. Current Anthropology, 49(1): 7-34.
  • Yoffee, N. (1995). Political economy in Early Mesopotamian States. Annual Review of Anthropology, 281-311.
  • Zagarell, A., vd. (1986). Trade, Women, Class, and Society in Ancient Western Asia [and comments and reply]. Current Anthropology, 27(5): 415-430.
Toplam 114 adet kaynakça vardır.

Ayrıntılar

Birincil Dil Türkçe
Konular İşletme
Bölüm Derlemeler
Yazarlar

Mehmet Ali Geniş 0000-0002-1503-6765

Yayımlanma Tarihi 31 Ocak 2022
Gönderilme Tarihi 10 Ağustos 2021
Yayımlandığı Sayı Yıl 2022 Cilt: 15 Sayı: 1

Kaynak Göster

APA Geniş, M. A. (2022). Pazarlama Faaliyetlerinin İzlerini Eski Asur Ticaretinde Aramak: Kültepe Tabletlerine İlişkin Yazın Üzerinden Bir Yeniden Okuma. Pazarlama Ve Pazarlama Araştırmaları Dergisi, 15(1), 245-270.