Abstract :
Purpose: With the rise of the 'Marketing Management' and 'Consumer Behavior Schools' in the 1970s, the discussions within the framework of the 'Marketing Thought System School' in the literature have decreased. This study aims to explain the development of the marketing thought system from 1950 to 2000 and to examine the current marketing thought systems evaluated by the studies carried out in the 2000s. Material and Method: Only pioneering studies written in English were taken as references to determine the limitations of the study. In this direction, a literature search was conducted with the keyword "marketing thinking system" in the Google Academic database. As a result of the literature review, the studies selected for this study were examined. Findings and Conclusion: In the period from 1950 to 2000, many studies contributed to the development of the marketing thought system. 'Decision Support System', 'Complex Adaptive System' and 'Equivocal Principle of Marketing' are among the existing marketing thought systems that were evaluated by the studies conducted in the 2000s. The results of the study were discussed and suggestions were provided.
Keyword :
Living Systems, Thought System, Marketing Thought System School