Türkiye'deki Pazarlama Yazınına Dair Bir İnceleme.

The purpose of the current study is to shed light on the research trends of academic studies published in the last decade in key marketing journals published in Turkey and in National Marketing Congresses. The findings of this longitudinal study will provide an understanding of the progression and direction of marketing studies in Turkey. With this purpose, three marketing journals based in Turkey and National Marketing Congress, which is held every year and which is the most creditable marketing congress held in Turkey, were selected as units of analysis. Articles published in the journals and completed proceedings were reviewed in accordance with four research questions: 1 - What are the most commonly used theories in marketing research in the last decade in Turkey and their originating disciplines? 2 - What are the topics studies in these researches? 3 - What are the research methods used in marketing studies in Turkey? 4 - What unit of analyses are used in these studies? The first research question aims at determining whether academic studies in marketing display a theory-driven structure through time. The second question reveals the variety of subjects discussed. The third research question tries to determine if there are any novel approaches in research methods, and if any, within which range do these methods vary. And the final question researches micro and macro studies in the field. The study is developed in a similar vein of the reviews by Kim et al. (2014) and Naletelich et al. (2017) who have made similar trend determinations in advertising research and in a five-year period of Journal of Marketing, respectively. The review of 203 articles and 755 proceedings provides an insight into the research trends in marketing discipline in Turkey. were analyzed by frequencies, percentages and chi-square test. [ABSTRACT FROM AUTHOR]