Power-Based Typology of Marketing Systems: Foundation for Alternative Marketing Theory in the Post-Capitalist Marketing Era

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dc.authoridKelleci, Alpaslan/0000-0003-1589-2905
dc.contributor.authorKelleci, Alpaslan
dc.date.accessioned2024-05-19T14:45:45Z
dc.date.available2024-05-19T14:45:45Z
dc.date.issued2023
dc.departmentİstinye Üniversitesien_US
dc.description.abstractTo date, orthodox marketing has regarded markets and marketing systems as static and mechanistic rather than dynamic and emergent under the aegis of neoclassical economics. Nevertheless, today, as we transition to a post-industrial era, multiple marketing systems coexist to create consumer satisfaction. This paper, synthesizing Follett's power dichotomy with Alderson's systems approach, aims to typologize marketing systems from a political economic paradigm, which stresses the importance of power phenomena in developing an alternative marketing theory. The present paper also aims to contribute to theory from a higher-order perspective by integrating various phenomena (i.e., marketing systems and power), which have previously been addressed in a piecemeal fashion across diverse domains. The author proposes the power-with oriented marketing system as the ideal marketing system, which aims to facilitate resource transfers and the fair distribution of co-created value in a pro-sumption disposed, post-capitalist marketing era.en_US
dc.description.sponsorshipI feel obliged to give credit to Wroe Alderson, the forgotten father of modern marketing management, who had a profound influence on me in depicting the power-based marketing systems. I am also indebted to editor-in-chief, Prof. M. Joseph Sirgy, and assoen_US
dc.description.sponsorshipI feel obliged to give credit to Wroe Alderson, the forgotten father of modern marketing management, who had a profound influence on me in depicting the power-based marketing systems. I am also indebted to editor-in-chief, Prof. M. Joseph Sirgy, and associate editor, Prof. Ben Wooliscroft for handling this manuscript throughout its progression over the months. Furthermore, I am much obliged to two anonymous reviewers as well as Prof. Ben Wooliscroft for their criticisms, valuable comments, and immense feedback, which significantly helped me to improve this paper.en_US
dc.identifier.doi10.1177/02761467231203007
dc.identifier.issn0276-1467
dc.identifier.issn1552-6534
dc.identifier.scopus2-s2.0-85173742847en_US
dc.identifier.scopusqualityQ2en_US
dc.identifier.urihttps://doi.org10.1177/02761467231203007
dc.identifier.urihttps://hdl.handle.net/20.500.12713/5333
dc.identifier.wosWOS:001079302200001en_US
dc.identifier.wosqualityN/Aen_US
dc.indekslendigikaynakWeb of Scienceen_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherSage Publications Incen_US
dc.relation.ispartofJournal of Macromarketingen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.snmz20240519_kaen_US
dc.subjectMarketing Systemsen_US
dc.subjectPoweren_US
dc.subjectFair Distributionen_US
dc.subjectValue Distributionen_US
dc.subjectDecentralized Governanceen_US
dc.subjectConsumer Behavioren_US
dc.subjectMarketing Theoryen_US
dc.subjectProsumer-Oriented Marketing Approachen_US
dc.subjectPost-Capitalist Marketingen_US
dc.subjectCollective Welfareen_US
dc.titlePower-Based Typology of Marketing Systems: Foundation for Alternative Marketing Theory in the Post-Capitalist Marketing Eraen_US
dc.typeArticleen_US

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