Why The Marketing Cannot Discuss Its Own Ethics In The Neoliberal World? A Meta-Marketing Discussion For The Theory Of Objectivation Of The Marketing And Practice Of Marketing The Derivative Financial Instruments

Science branches have a small share qualitatively and quantitatively studies on their own ethics in all of the studies in that science and it has spread over many branches of science. Formation of main ideologies such as Liberalism and Marxism, which affects the politics as well, caused the science branches such as marketing to focus on serving this system. Becoming monopoly of the capitalism and also Liberalism and Neoliberalism relevant to it has weakened the ability of these disciplines to produce alternative and as a result of this philosophical studies have decreased.The purpose of this study is to understand the causes of the decrease of ethical studies in marketing science and determine the necessary preconditions to increase the studies again. As a result of the theoretical discussion, it has been determined as a prerequisite for marketing science to go beyond Neo-Liberalism as a main ideology for ethical evaluation and then to make comparisons over alternative systems. In this context, the science world of the scientist and the definitions of the wealth distribution, risk, consumption concepts made by main systems were taken into consideration. In order to embody the theoretical argument, the marketing of the derivative financial instruments produced by the Neoliberal system is exemplified. Specific ethical discussion topics and similar approaches to other branches of science that arise with this embodiment were discussed as suggestions of this study.

Anahtar Kelimeler:

Meta-Marketing, Ethics of Marketing, Neoliberalism, Philosophy of Science, Financial Instruments

Why The Marketing Cannot Discuss Its Own Ethics In The Neoliberal World? A Meta-Marketing Discussion For The Theory Of Objectivation Of The Marketing And Practice Of Marketing The Derivative Financial Instruments

Science branches have a small share qualitatively and quantitatively studies on their own ethics in all of the studies in that science and it has spread over many branches of science. Formation of main ideologies such as Liberalism and Marxism, which affects the politics as well, caused the science branches such as marketing to focus on serving this system. Becoming monopoly of the capitalism and also Liberalism and Neoliberalism relevant to it has weakened the ability of these disciplines to produce alternative and as a result of this philosophical studies have decreased. The purpose of this study is to understand the causes of the decrease of ethical studies in marketing science and determine the necessary preconditions to increase the studies again. As a result of the theoretical discussion, it has been determined as a prerequisite for marketing science to go beyond Neo-Liberalism as a main ideology for ethical evaluation and then to make comparisons over alternative systems. In this context, the science world of the scientist and the definitions of the wealth distribution, risk, consumption concepts made by main systems were taken into consideration. In order to embody the theoretical argument, the marketing of the derivative financial instruments produced by the Neoliberal system is exemplified. Specific ethical discussion topics and similar approaches to other branches of science that arise with this embodiment were discussed as suggestions of this study.

Keywords:

Meta-Marketing, Ethics of Marketing, Neoliberalism, Philosophy of Science, Financial Instruments,

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