Earticle

초록

한국어

지난해 대한민국이 건국 60주년을 맞이하였고 그에 따라 한국 기업들도 60년의 역사를 갖게 되었다. 이러한 한국 기업사적 전환점을 맞아 본고에서는 우리나라의 마케팅 사고가 어떻게 태동되고 변천해왔는가를 회고하고 향후 전개방향을 전망해 보았다. 이를 위하여 국내외의 마케팅 사고의 학파에 관한 기존의 연구를 검토하였는데, Sheth와 Gardner(1982)가 제시한 6개 마케팅 학파분류와 Shaw와 Jones(2005)가 제시한 9개 마케팅 학파 분류체계가 마케팅 사고에 관한 연구들에서 가장 광범위하게 인용되는 분류체계인 것으로 분석되었고, 특히 Shaw와 Jones(2005)의 분류가 가장 최근에 제시된 분류체계인데다 타 학자의 분류체계를 포괄하면서 보다 세분화된 분류체계인 것으로 판단되어 본 연구에서는 이 분류체계를 채택하여 연구를 진행하였다. 본 연구에서는 이들 분류체계를 토대로 하여 국내의 마케팅 분야를 대표하는 학술지인 ｢마케팅연구｣의 창간호부터 최근호까지의 전 22권에 게재된 총 400편의 논문과 동일한 기간 중 ｢경영학연구｣ 전 66권에 게재된 총 158편, ｢한국마케팅저널｣의 창간호부터 최근호까지 210편을 합하여 총 768편의 마케팅 논문에 대하여 각각 해당하는 마케팅 학파를 분류하고 한국 마케팅 사고의 변천을 분석하며 향후 과제를 검토하였다.

영어

The Republic of Korea has the 60th anniversary last year and Korean companies have its 60 years history. At the turning point of this seminal history of Korean companies, this study retrospects the evolutions and trends of marketing thoughts in Korea and prospects future direction. To this end, it examined existing domestic and foreign studies regarding marketing thought schools. Resultantly, Sheth and Gardner(1982)’s six marketing schools and Shaw and Jones(2005)’s nine marketing schools classifications are perceived as most appropriate because they are and most comprehensive and quoted frequently by other studies. The nine marketing schools are as follows: marketing functions school, commodities school, institutional school, marketing management school, marketing system school, consumer behavior school, macro-marketing school, exchange school, and marketing history school. Based on these classification schemes, this study examined 400 papers published at 22 books of the Journal of Korean Marketing Association and 158 papers published at 66 books of the Korean Management Review, and 210 papers published at 36 books of the Korean Journal of Marketing, taken together 768 papers, and analyzed the history of marketing thoughts in Korea. The selection of journals to be analyzed may influence the result of the study significantly, thus it should be administered based upon a valid and reliable criteria. The citation index journals of marketing discipline cited by NRF(national research foundation) are as follows: Journal of Korean Marketing Association, Korean Journal of Marketing, Journal of Marketing Management Research, Journal of Global Academy of Marketing Science, Journal of Consumer Studies, Journal of Distribution Research, Advertising Research, Korean Journal of Advertising, Journal of Commodity Science and Technology, and Consumption Culture Study. This study selected and analyzed Journal of Korean Marketing Association and Korean Journal of Marketing which are published by the Korean Marketing Association, the leading academic association of marketing discipline in South Korea and Korean management Review published by the Korean Academic Society of Business Administration, the leading academic association of business administration discipline including marketing. The reason of choosing these journals are as follows: First, Journal of Consumer Studies, Journal of Distribution Research, Advertising Research, Korean Journal of Advertising, Journal of Commodity Science and Technology, and Consumption Culture Study are excluded because they specialized in a specific area of marketing rather than diverse areas of marketing. Second, Journal of Marketing Management Research and Journal of Global Academy of Marketing Science also publish papers of diverse areas in marketing, however, very unfortunately the authors couldn’t get the whole volumes of these journals. The analysis result shows that papers of consumer behavior school, the representative school of marketing after so called paradigm shift, occupied 41.7% in 1986, the year of inauguration of Journal of Korean Marketing Association, and they didn’t show any growth for the mean time, and recorded 52.6% share in 2004. In total, the papers of consumer behavior school has been showing the leading position by occupying 39.1%. Papers of marketing management school, another representative school in marketing occupied 16.7% in 1986, the year of inauguration of Journal of Korean Marketing Association, and increased into 41.7% and 50.0% in two consecutive years after the year and showed fluctuation between 20% and 40%. In total, the papers of marketing management school has been showing 35.8% share. These two leading schools has been occupying the majority position by recording 74.9% share. The analysis result also shows that papers of marketing functions school, commodities school, and institutional school, so called traditional schools, occupied relatively minor share. In addition, the result shows that papers of marketing system school, macro-marketing school, and exchange school, modern marketing schools evolved after the paradigm shift, also occupied minor share. The result urges a balanced development of marketing thought in the future. Implications for future directions of Korean marketing theory and practice are discussed.

목차

국문 요약
 I. 머리말
 II. 마케팅 학파에 관한 기존 연구와 제 학파들
  2.1 마케팅 기능학파(marketing functions school)
  2.2 상품학파(commodities school)
  2.3 제도/기관학파(institutional school)
  2.4 마케팅 관리학파 (marketing management school)
  2.5 마케팅 시스템 학파(marketing system school)
  2.6 소비자행동학파(consumer behavior school)
  2.7 거시마케팅학파(macro-marketing school)
  2.8 교환학파(exchange school)
  2.9 마케팅 역사학파(marketing history school)
 III. 한국 마케팅 사고의 변천에 관한 실증분석
  3.1 연구방법
  3.2 분석곁과
 IV. 전망및 맺음말
 참고문헌
 Abstract

저자

• 문병준 [ Moon, Byeong Joon | 경희대학교 경영대학 교수 ]

참고문헌