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Journals / Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi / 2026 / Cilt: 28 Sayı: 2

REFRAMING THE MANAGERIAL SCHOOL IN THE AGE OF GENERATIVE AI: TOWARD AN AUGMENTED MARKETING FRAMEWORK

ÜRETKEN YAPAY ZEKA ÇAĞINDA YÖNETİM OKULU: GELİŞTİRİLMİŞ PAZARLAMA ÇERÇEVESİNE DOĞRU

Merve Kadriye Yurdabak(İSTİNYE ÜNİVERSİTESİ)0000-0003-2149-5359
Pages
915–934
Publication Date
2026-06-15
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

Ultimately, the study positions GenAI not as a substitute for human reasoning but as a strategic ally in crafting more adaptive, ethical, and resilient marketing strategies.

📌 3 Key Takeaways

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Objective & Hypothesis:As generative artificial intelligence (GenAI) continues to reshape decision-making across industries, this paper re-examines Managerial School of Marketing Thought from a contemporary perspective.
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Key Findings & Data:Instead of dismissing foundational logic, the study introduces a hybrid conceptual model called the Augmented Managerial Loop (AML), which integrates GenAI capabilities into each stage of traditional marketing management such as environmental scanning, goal setting, implementation, monitoring, and evaluation.
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Conclusion & Impact:Ultimately, the study positions GenAI not as a substitute for human reasoning but as a strategic ally in crafting more adaptive, ethical, and resilient marketing strategies.
🔬Design:Modeling & Simulation
📍Scope:Comprehensive Sample
⚙️Variables:Dijital Pazarlama · Yapay Zeka · Karar Verme

Abstract

As generative artificial intelligence (GenAI) continues to reshape decision-making across industries, this paper re-examines Managerial School of Marketing Thought from a contemporary perspective. Instead of dismissing foundational logic, the study introduces a hybrid conceptual model called the Augmented Managerial Loop (AML), which integrates GenAI capabilities into each stage of traditional marketing management such as environmental scanning, goal setting, implementation, monitoring, and evaluation. The model emphasizes how GenAI tools such as scenario simulation, adaptive content generation, and intelligent dashboards can enhance human judgment rather than replace it. It also proposes a shift in the marketer’s role from strategic planner to ethical orchestrator within AI-augmented systems. By bridging established strategic models with emerging technologies, this work offers a forward-looking perspective on how marketing theory and practice are evolving. Drawing from interdisciplinary insights in strategic marketing, digital transformation, and AI ethics, the paper contributes to ongoing discussions around human–AI collaboration and algorithmic responsibility. It also outlines future research directions including co-agency, transparency in decision flows, and the educational transformation required to prepare marketers for AI-enhanced environments. Ultimately, the study positions GenAI not as a substitute for human reasoning but as a strategic ally in crafting more adaptive, ethical, and resilient marketing strategies.

Özet

Üretken yapay zekâ (GenAI) sektörler genelinde karar alma süreçlerini yeniden şekillendirmeye devam ederken, bu makalede Pazarlama Düşüncesinin Yönetim Okulu'nu güncel bir bakış açısıyla yeniden incelenmektedir. Temel mantığı göz ardı etmek yerine, çalışma, GenAI yeteneklerini çevresel tarama, hedef belirleme, uygulama, izleme ve değerlendirme gibi geleneksel pazarlama yönetiminin her aşamasına entegre eden Artırılmış Yönetim Döngüsü (AML) adı verilen hibrit bir kavramsal model sunmaktadır. Model, senaryo simülasyonu, uyarlanabilir içerik üretimi ve akıllı gösterge panelleri gibi GenAI araçlarının insan yargısının yerini almak yerine onu nasıl geliştirebileceğini vurgulamaktadır. Bununla birlikte, pazarlamacının rolünün yapay zekâ destekli sistemlerde stratejik planlamacıdan etik düzenleyiciye doğru kaymasını önermektedir. Yerleşik stratejik modelleri gelişmekte olan teknolojilerle birleştirerek, bu çalışma pazarlama teorisi ve pratiğinin nasıl geliştiğine dair ileriye dönük bir bakış açısı sunmaktadır. Stratejik pazarlama, dijital dönüşüm ve yapay zekâ etiği alanlarındaki disiplinlerarası içgörülerden yararlanan makale, insan-yapay zekâ iş birliği ve algoritmik sorumluluk etrafındaki devam eden tartışmalara katkıda bulunmaktadır. Çalışma, karar akışlarında şeffaflık ve pazarlamacıları yapay zeka destekli ortamlara hazırlamak için gereken eğitimsel dönüşüm de dahil olmak üzere gelecekteki araştırma yönlerini özetlemektedir. Sonuç olarak, çalışma GenAI'yi insan muhakemesinin bir alternatifi olarak değil, daha uyarlanabilir, etik ve dayanıklı pazarlama stratejileri oluşturmada stratejik bir müttefik olarak konumlandırmaktadır.

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Cite This Article

Yurdabak, M. K. (2026). REFRAMING THE MANAGERIAL SCHOOL IN THE AGE OF GENERATIVE AI: TOWARD AN AUGMENTED MARKETING FRAMEWORK. Dokuz Eylül Üniversitesi Sosyal Bilimler Enstitüsü Dergisi, Cilt: 28 Sayı: 2, 915–934. https://doi.org/10.16953/deusosbil.1795373

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