Socio-ecological Marketing 硏究 : 韓國의 價値體系와의 關聯을 中心으로 in relation to the Korean value system = A study on Socio-ecological Marketing

다국어 초록 (Multilingual Abstract)

We are now in the Era of Change which is characterized by self-criticism and re-examination of almost all aspects of our way of life and of our basic institutions. In such a transitional period it is certain that marketing and marketers will have new roles, responsibilities and opportunities. As a result of changes in both marketing and its environment, it is likely that change is the common denominator in planning, organizing, and controlling marketing activity. This implies that the prime responsibility of marketing is to anticipate, meet, and adapt creatively to accelerating conditions of change.
On the other hand, in order to cope with this new challenge and change it is not enough to accumulate and utilize new knowledge and techniques of marketing. It is essential to re-examine and re-build the marketing concept and philosophy based on integrated and synthetic thinking and recognition. This suggests that the philosophical inquiry or value system approach can serve as most important foundation for the development of a separate body of marketing knowledge.
In this point of view, this study is centered in the Socio-ecological approach to marketing which is considered as new logic or philosophy involving new dimension and direction to existing marketing thought, with particular stress on the following points :
(1) To examine the relation of marketing system with ecological approach,
(2) To analyze the fundamental logic and theme of Socio-ecological marketing,
(3)To examine the internal or external basis for formation and development of Socio-ecological marketing approach,
(4) To light up the logics of Socio-ecological marketing from the angle of the Korean value system in order to make clear the connection between both features and seek the future prospect of Korean marketing.
From the above analysis the following are concluded:
In essence, we can analyze out the joining point or a centripetal force of Socio-ecological marketing in the very nature of the Orient thoughts and the Korean value system itself. In other words, as inferred above, the fundamental logic of Socio-ecological marketing has intrinsic connection with the keynote of Korean value system which is characterized by respect for humanistic values, logic of synthesis and harmony, family or blood-relation orientation, predominance of emotion and respect for formality etc. This implies that the Orient is the indispensable supplement to the Occident.
In this sense, the new task of Korean marketing lies in grasping or embracing the innate value system of Korea as a centripetal force of a new marketing approach, and weaving or inserting in the system of marketing activity in the affirmative.
In brief, this requires that we should re-examine the traditional and humanistic perspectives of Korean wisdom in the angle of ecological sense, and assimilate the developed marketing theories and elaborate techniques of the advanced country into the traditional natural features of Korea.
This means, in the long run, that science should be combined with ethics, and industry ad morality should be inseparably related to each other. In a word, this implies the very integration of managerial marketing and social marketing.

목차 (Table of Contents)

• Ⅰ. 序 言
• Ⅱ. 마아케팅· 시스템과 에콜로지
• 1. 에콜로지의 槪念
• 2. 마아케팅 ·시스템과 에콜로지칼· 어프로우취의 關聯性
• Ⅲ. 소시오· 에콜로지칼· 마아케팅의 基本論理와 課題
• 1. 에코시스템의 基礎槪念
• 2. 소시오· 에콜로지칼· 마아케팅의 理論關係와 課題
• Ⅳ.소시오· 에콜로지칼·어프로우취의 成立基盤
• 1. 傳統的 마아케팅· 어프로우취의 展開
• (1) 二次大戰前의 마아케팅 硏究方法
• (2) 二次大戰後의 마아케팅 硏究方法
• 2. 傳統的 마아케팅 理念과 價値觀의 限界
• 3. 環景問題와 컨슈머리즘의 擡頭
• Ⅴ. 소시오· 에콜로지칼· 마아케팅과 韓國의 價値體係
• 1. 韓國人의 價値意識의 背景
• (1) 東洋的 遺産의 源流
• (2) 韓國의 歷史的· 文化的 特性
• 2. 韓國人의 價値體係의 實相
• 3. 소시오· 에콜로지칼· 마아케팅의 韓國的 照明
• Ⅵ. 結 言