Index

Marketing Management in Turkey

ISBN: 978-1-78714-558-0, eISBN: 978-1-78714-557-3

Publication date: 30 July 2018

This content is currently only available as a PDF

Citation

(2018), "Index", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Bingley, pp. 455-464. https://doi.org/10.1108/978-1-78714-557-320181029

Publisher

:

Emerald Publishing Limited

Copyright © 2018 Emerald Publishing Limited


INDEX

above-the-line
, 354, 359, 366–67, 369, 373

academician
, 18, 21, 53, 234, 290, 308–16, 404

active rebellion
, 414–15, 417–18, 424

activities, interests and opinions (AIO)
, 116

advertisements
, 6–7, 33–34, 110, 113, 127, 154, 166, 255, 299–301, 303, 305, 307, 309–19, 337

newspaper
, 14–16, 18

advertiser
, 284, 300, 304, 317–18

advertising effects
, 313–15

agriculture industry
, 180–81, 187

agriculture
, 177–82, 193

AIO.
, See activities, interests and opinions (AIO)

Airbnb
, 52–53, 56, 58, 60, 66, 71

alternatives, evaluation of
, 124, 129–31

AMA.
, See American Marketing Association (AMA)

American Marketing Association (AMA)
, 33

anti-consumption
, 411–12, 414

apps, branded
, 157, 248, 252, 255

AR Experimental Marketing (AREM)
, 26

AR.
, See Augmented reality (AR)

AREM.
, See AR Experimental Marketing (AREM)

Armstrong
, 106, 115–16, 119–20, 130, 277, 279, 281, 283, 336

Arnould, E.J.
, 156, 159, 417

assets
, 23, 54, 56, 67, 70, 168, 176

audience
, 155, 189, 207, 284, 288, 301, 304, 317, 323, 330, 357, 367, 369–70

Augmented reality (AR)
, 26

awareness-generating ads
, 311, 313–14

behaviours

ethical
, 35–36

resistant
, 7, 412, 425

unethical
, 33–35

below-the-line channels
, 359, 366–67, 369, 373

Birth of Omni-Channel Marketing
, 6

Brandbastion
, 444

brand

avoidance
, 160, 411, 414–15, 424

awareness
, 68, 155–57, 299, 301, 322, 371, 440

communities
, 90, 92, 144, 155–57, 160–64, 390, 397

communities, virtual
, 155

community members
, 156, 160

comprehension
, 390

consumer-generated
, 155, 157

divorce
, 160

engagement
, 144–45, 148–49, 157, 159

iconic
, 146, 158

image
, 109, 150, 157–58, 211, 213–15, 276, 290, 301, 303, 412, 419, 423

interactions
, 156

likability
, 157

love
, 144–45, 149–53, 160–62

loyalty
, 113, 144–45, 148–50, 157, 159

management
, 117, 159, 256

managers
, 147, 158, 360

market leader
, 311

name
, 128, 166, 207, 302, 422

new
, 301–2, 401

original
, 443

passion
, 160–61

perceptions
, 127, 147, 317, 443

personality dimensions
, 118, 145, 147

personality
, 117–18, 144, 146–48, 154

products
, 151, 232, 432

recognition
, 62, 69, 71

relationships
, 5, 148, 150, 155, 158, 300

reputable
, 440

romance
, 160

sales
, 148, 171

satisfaction
, 149–50

social
, 304

strategies
, 293, 301

trust
, 144–45, 148–50, 159

values
, 317, 401

brand image of turkey
, 200, 206

branding
, 117, 201, 204, 210–11, 213, 281, 307

nation
, 199, 201

branding strategies
, 204, 206, 211–12, 214–15

businesses, international
, 173–74

business ethics
, 4, 29–32, 34

business models
, 51, 59, 67, 69, 173, 249–50

business world
, 29–30, 87, 94, 404

CBR
, 155, 159–60., See consumer-brand relationships (CBR)

in turkey
, 145

channels
, 167, 248–52, 254–60, 264–65, 342, 345, 364–67, 369–70, 372, 412–13, 417, 419

digital
, 277, 365

multiple
, 248–50, 256, 259, 262–64

Chatterjee, P.
, 260

Cherrier, H.
, 414

city branding
, 199, 201, 204

co-creation
, 76, 93, 97, 323, 335, 343, 399

collaborative consumption
, 52, 72, 417

communication, anti-brand
, 412, 415, 418

communication channels
, 247–49, 275, 280, 282, 317, 345–46, 395

mass
, 252, 261

communication tools, integrated marketing
, 293

communities
, 31, 53–56, 60–61, 67, 71–72, 91–92, 155–56, 158, 160–62, 332–35, 342–43, 356, 432, 435

anti-brand
, 157–58

companies

development
, 289, 354, 364

electricity distribution
, 186–87

foreign
, 18–19, 170

incumbent
, 56–57, 69

international
, 4, 82, 182, 354

private
, 186

public
, 186

responsible
, 40, 308–9

sharing
, 56–57, 61, 64–65

successful
, 124, 404

turkish
, 18, 32, 157, 167–68, 193, 281, 288, 421

competition, unbranded
, 169, 181, 184

competitive advantage
, 22, 94, 99, 167, 172, 175–76, 192, 202, 209

competitive assets
, 171–75, 178, 181, 183–84, 192–94

competitive dynamics in turkey
, 167, 169, 171, 173, 175, 177, 179, 181, 183, 185, 187, 189, 191, 193

competitive dynamics of turkey
, 5, 168

competitive pressure, global
, 174–76, 178, 193

competitors, international
, 171, 173–75

computers
, 184–85, 277–78, 294–95

consumer activism
, 39, 413

consumer associations
, 421

consumer behaviour
, 23, 108, 110, 122, 124–25, 160, 237, 248–49, 257, 389–91, 393, 399–400, 402, 404

analysis of
, 404

consumer behaviour literature
, 149, 223

consumer boycotts
, 415, 418, 421–22, 425–27

consumer–brand relationships (CBR)
, 144

consumer communities
, 398

consumer consciousness
, 399–400

consumer culture
, 4, 18, 225, 309

consumer ethics
, 4, 29–30, 34–35

consumer expectations
, 115, 436

consumer insight
, 76, 86–87, 90, 106

consumerism
, 60, 109, 413–14

consumer markets
, 5, 276

consumer mind
, 400–401

consumer motivations
, 156, 263

consumer perceptions
, 35, 317, 419

consumer products
, 9, 11

consumer protection
, 34, 53

consumer resistance
, 7, 411–15, 417–20

in turkey
, 411–13, 415, 417, 419–21, 423

consumers

average-class
, 442

bandwagon
, 438, 440

ethical
, 36–37

fellow
, 227, 231–33

individual
, 90, 131, 418

luxury product
, 433

snob
, 438

upper-class
, 435, 442

consumer’s expectations
, 42, 115, 134, 436

consumers’ perceptions
, 35–36

consumption behaviours
, 37–38, 113–14, 119, 233, 433

consumption values
, 108,

contender
, 166, 168, 176, 191

content development companies
, 288

content marketing
, 276, 287, 354, 359, 365–69, 373

context, turkish marketing
, 4–7, 9, 12

context of turkey
, 158, 230

corporate social responsibility
, 29–31, 33, 35, 37–39, 41, 301, 317–18

counterfeiting
, 432–33

counterfeit products
, 35, 447

countries,

developed
, 3, 5, 24, 68, 171, 174–75, 184

developing
, 23–25, 30, 42, 64, 68, 275, 411, 419

high-context
, 444

Critical & Crowd Companies
, 54–55

cross-channel
, 248, 250, 260, 265

cross-channel information search
, 259, 262, 264

cross-channel purchase intention
, 264–65

cultural values
, 18, 25, 108–9, 283

culture, European capital of
, 214

culture-jamming
, 412, 415, 418, 424

customer data
, 257, 264, 402

customer experience
, 86, 251, 255, 264

customer involvement
, 394, 399, 403

customers
, 56–57, 59–61, 71, 174, 182, 184–85, 188–89, 233–38, 250–56, 289–90, 322–23, 369–70, 391, 394–400, 402–7

customer service
, 156, 176, 258

decision-making process
, 37, 109, 128–30, 249, 251, 255, 260, 392, 404

decision process
, 33, 130, 342

destination marketing
, 199, 201

development, sustainable
, 37–38, 208, 213

development of marketing practices in turkey
, 9, 12, 19, 21

Digital Environment
, 4, 9

direct investments, foreign
, 10, 179–80, 182–83, 186

domestic production
, 186

dynamics, competitive
, 168, 171, 178

EM.
, See emerging markets (EMs)

eMarketer
, 277

emerging countries
, 3–5, 167–69, 171, 173–75, 177, 193–94

emerging markets (EMs)
, 166

emerging markets
, 4–5, 21–22, 24, 75–76, 168–70, 175–76, 183, 200, 249, 391–92, 394

Ensari, M. Ş.
, 168, 175–76, 193

enterprises
, 173, 182–83, 186, 398, 401

entertainment
, 129, 157–58, 229, 231, 233, 263–65, 289, 293, 433

environment
, 11, 23, 29, 33, 37, 63–64, 72, 171, 208, 210, 342, 413

ESOMAR.
, See The European Society for Opinion and Marketing Research

(ESOMAR)

ethical problems
, 31, 33, 35

ethics
, 4, 20, 29–32, 36

EU.
, See European Union (EU)

The European Society for Opinion and Marketing Research (ESOMAR)
, 78

European Union (EU)
, 78

evaluation, post-purchase
, 129, 133–34

events, branded
, 294–95

experiential consumption
, 224, 227, 233, 237

experiential marketing
, 224, 276, 289, 293

experiential purchases
, 223, 225

experientialism
, 6, 223, 225

export
, 18, 22, 176, 178–80, 184, 188, 190–91, 392

FDI.
, See foreign direct investments (FDIs)

Filli Boya brand
, 301, 306–7

Filli Boya
, 6

firms
, 10, 23, 29–30, 32, 34–36, 38, 190, 398–99, 404, 422, 434, 436

foreign direct investments (FDIs)
, 10

foreign products
, 12, 14, 19

Fournier
, 144, 148, 153, 159, 412, 414–15, 419

funding
, 326, 356, 361, 366

gender
, 6, 41, 109, 112, 115, 129, 151, 238–39

Gilovich, T.
, 226

global brands
, 18, 146, 159, 175, 190, 254

global competition
, 174, 180–81, 187–88, 193

pressure of
, 171–72, 174, 178–79, 190, 192

global information technology report
, 404–6

globalisation
, 11–12, 20, 23, 166–68, 171, 173, 175, 199, 208–9, 214

governments
, 11, 16, 40, 53, 67, 69, 71, 167, 169, 181, 186, 200, 202, 404–5, 422–23

groups

product-focus
, 372

social
, 109–11, 260, 422, 445

heterogeneity
, 169, 177, 184–85

human resources, lack of
, 367–69

image
, 111, 115, 202–3, 205, 210, 275, 280, 311, 313, 317, 329, 437, 442

IMC
, 6, 275–76, 279–81, 283–84, 291

imports
, 5, 178–79, 184–85, 187–88

impulse
, 120, 128–29

index, turkish Consumer Confidence
, 132

indie video game developers
, 357

individual developers
, 361

industrialisation
, 4, 167, 178, 182–83, 208

industry

emerging
, 355, 373

local
, 182, 354, 361

manufacturing
, 179, 182

mining
, 182–83

paint
, 301–2, 316

telecoms
, 396–97

travelling
, 228

videogames
, 7

industry professionals
, 86–87, 96, 99

influencer marketing
, 83, 365–67, 369, 373

integrated marketing communication
, 6, 275–77, 279, 281, 283, 285, 287, 289, 291, 293–97

international markets
, 173–75, 188

internet
, 21, 60–62, 64, 131, 149, 155, 276–77, 279, 294–95, 391–92, 394–96

Ipsos research labs
, 77, 94, 96–97

Ipsos turkey
, 91–93

learning process
, 120–21, 125, 127, 240

local businesses
, 171, 174–75, 191, 392

local companies
, 166–69, 171, 173, 175, 178, 180, 182–84, 193–95, 281, 446

local governments
, 200, 204, 212–13

logo, brand’s
, 302

love-brand
, 145, 149, 151, 153–54, 160

loyalty
, 148–50, 159, 332, 341, 343, 394–95, 402, 415, 441

luxury
, 116, 225, 416, 432–33, 436, 439, 449–50

luxury brand image
, 437

luxury brands
, 431, 433, 445, 447–53

luxury consumption markets
, 433, 449–50

luxury goods
, 431, 435–39, 449

luxury industry
, 432–33, 440, 447

luxury market
, 7, 431, 433

luxury products
, 185, 431–36, 439–40, 442, 447, 449–50

branded
, 434, 442

consumed
, 434

consumption of
, 449

contemporary
, 433–34

exceptional
, 434

founder-dependent
, 433–34

impersonal
, 434

multi-regional
, 433–34

personal
, 434

production of
, 433

public
, 433–34

unbranded
, 433–34

understated
, 434–35

luxury products market
, 443

M&A.
, See mergers and acquisitions (M&A)

machine-learning
, 399–400, 402–4

management, customer relationship
, 86, 257, 389, 391

market

global
, 23, 171, 175–76, 200

local
, 166, 173–75, 178–79, 286

new
, 23–24, 167, 173, 394

market characteristics, unique
, 21–22

market environment
, 171

marketers
, 19–20, 91–92, 116–17, 119, 130, 133–34, 240–41, 275–76, 279, 283, 287, 289

marketing

activities
, 14, 155, 188, 353, 355, 358–60, 362, 364, 366, 369–70

analytics
, 86–87

better
, 359, 367–68

budgets
, 360, 362, 366, 373

campaigns
, 16, 371

channels
, 6, 248, 250, 364–66, 370, 373, 398

communication efforts
, 145, 276, 312–13

communication mix
, 275–76, 280–81

communications
, 6, 19, 146, 154, 159, 28, 259, 283, 302–3, 316–17

decisions
, 33, 353, 358, 360, 364, 369–70, 373

departments
, 20, 83, 91, 93, 280–81, 394

development of
, 9, 12, 21

digital
, 280, 354, 366–69

ethics
, 4, 29–30, 33

exploration-oriented
, 171

history of turkey
, 4, 16

lack of trust and interest in
, 368–69

management in turkey
, 3–4, 9, 29, 51, 75, 199, 223, 247, 275, 299, 321, 411

mix elements
, 23, 171, 279–80, 433, 436

mix
, 18, 20, 23, 170–71, 185, 187–89, 192, 280, 294, 353

models
, 10, 20, 23

planning
, 363, 369, 372

practices
, 6, 12–13, 15–16, 18–21, 170, 187, 354–55, 359, 393

research
, 76, 78, 83, 87, 89, 98, 360

skills
, 172, 359, 367, 369–70

strategies
, 5, 18, 23, 167, 171, 200, 292, 391, 395

team members
, 362–63

team size
, 367–68

tools
, 155, 204, 294, 323–24, 359, 394

traditional
, 90, 93

training
, 360

marketplace
, 21, 35, 71, 113, 158, 234–35, 321, 414, 417–18

market research
, 76, 82, 84–86, 88–93, 147, 436

market research companies aid
, 77, 92

market researchers
, 96–97

market research industry
, 75, 77–78, 82–83, 97–99

market research model
, 95

market research sector
, 76, 78

market share
, 78, 190, 236, 250, 281, 335, 366, 371

market size
, 82, 187, 280, 282

MAsstIgE brAnds
, 431, 433, 441

material purchases
, 223,

mergers and acquisitions (M&A)
, 97

mobile applications, branded
, 157, 248

mobile devices
, 61, 247, 251, 254–56, 261, 397

modern Turkey
, 9, 11

money
, 53, 57–58, 65, 71, 81, 224, 226, 232, 239, 247, 309, 311, 324, 329

movies
, 5, 111, 199–200, 204, 206, 227, 238–40, 284, 322, 357

multichannel customer management
, 250

multinational companies
, 4–5, 14

neoliberal policies
, 11–12, 18–19, 21

Neslin, S. A.
, 248, 250, 259

new technologies
, 76, 81, 91, 93–96, 99, 255, 257

NGO.
, See Nongovernmental organizations’ (NGOs)

Nongovernmental organizations’ (NGOs)
, 32

OECD.
, See Organization for Economic Cooperation and Development (OECD)

omni-channel retailing
, 249–52, 264,

omni-channel
, 247–52, 257, 264

online brand communities
, 155–56, 160

online channels
, 248–50, 254, 260, 264–65

online research
, 77, 79–81, 83, 337

online shops
, 359

online stores
, 247, 251–52, 260–61

organisations
, 24–25, 33, 40, 59, 86, 90, 93, 275, 277, 279–81, 394–96, 398–402, 404, 412–13, 418

Organization for Economic Cooperation and Development (OECD)
, 37

Ottoman empire
, 12–15, 40, 213, 237

Ottoman market
, 12–13

paint brand
, 305, 308–9, 312–13, 316

payment methods
, 67, 248, 252–53, 258, 261

physical stores
, 247, 251, 254, 258–59, 264

place branding
, 199, 201–6, 210, 212–16

main challenges of
, 203

place branding campaigns
, 199–200

place brands
, 202, 214

Place Marketing
, 199, 201–2

policy makers
, 52, 56, 68, 70–71

positive attitudes
, 35, 38, 40, 113, 115, 315

positive gender discrimination
, 308–9, 312–13, 317

practices, unethical
, 32, 34–35

price, high
, 435–38

product brands
, 202, 264

product categories
, 126–27, 150, 261, 264, 294, 303, 413, 442

product characteristics
, 129, 308, 311–12

product era
, 24, 393–94

product information
, 156, 250, 255, 258, 260, 342

production

local
, 15, 179, 182, 355

mass
, 23, 25, 441

sustainable
, 37

production processes
, 435

production volumes
, 178–79

product lifecycle
, 126–28

product online
, 249, 253

product placement
, 206, 276, 284, 294

product purchases
, 35, 265

product quality
, 40, 172, 175

products

agricultural
, 22, 177, 181

beauty
, 342

chemical
, 184–85

consumed
, 434

ethical
, 40

expanded-diffusion
, 434

expensive
, 435, 438

fake
, 442–43, 447

fishing
, 178–79

iconic
, 437

industrial
, 282, 434

low-involvement
, 126–27

manufacturing
, 179

masstige
, 432, 442

new
, 18, 123, 166–67, 171, 192, 264, 283, 399, 434, 444

optical
, 184–85

original
, 442–43

particular
, 414

standard
, 166–67, 172

tobacco
, 294

traditional
, 190, 192

product sales
, 280

product/service
, 172, 346

product strategies
, 109, 189

product symbolism
, 107

purchase behaviours
, 36, 262–63, 401

raising brand awareness
, 360, 371

regulations
, 32, 42, 53, 56, 69–71, 193, 213, 276, 294–95

Republic of turkey
, 4, 31, 38, 182, 199

research

companies
, 80–81, 84, 86, 91–92, 94–95, 147, 282, 404

customer-to-customer interaction
, 234

designs
, 76, 90, 96–97, 99, 129, 282

methods
, 75, 78, 88, 99

provider
, 80–81, 83, 86–87

qualitative
, 307

Research World
, 95

resistance
, 150, 300, 316, 412–15, 418–21

resources

cultural
, 200

natural
, 167, 186, 192–93, 200, 208

restaurants
, 193, 205, 228, 231, 233, 235, 237–38, 289, 293, 322, 421–22

retail brands
, 258, 265–66

retail Channels
, 6, 247, 252, 255, 258, 264

retailers
, 34–35, 67, 128, 231, 234, 249–50, 252–56, 258–59, 265, 421, 447

multi-channel
, 249–50, 253–54, 256

retailing, multi-channel
, 250, 252, 256, 264

revenues
, 277, 358, 362, 367–68, 395–96, 403, 438

role, social
, 114–15

search engine optimisation (SEO)
, 215

sectors, FMCG
, 81, 86–87, 91, 97

SEO.
, See search engine optimisation (SEO)

service industry
, 179, 224

service providers
, 57, 60, 70, 224–25, 233, 390

services, renter
, 59, 66–67

servicescapes
, 233–34

global
, 237

sharers
, 53–54, 61–62

sharing branded content
, 289

sharing economy
, 4–5, 51–57, 54, 57, 59–61, 59–63, 64, 65, 68

companies
, 54, 56, 60, 62, 65, 69, 71–72

in turkey
, 4–5, 51–53, 55, 57, 59, 61, 63, 65, 67, 69, 71

platforms
, 53, 55–57, 59, 61–63, 67–72

startups
, 52, 67, 69–70

Small and medium-sized enterprises (SMEs)
, 166

social interactions
, 56, 230, 233, 236, 239–40, 276, 289, 398

social issues
, 30, 112, 116, 309, 312, 314–15

social media
, 155–57, 204–5, 248, 251–52, 257–58, 260–61, 277–78, 291–93, 303–7, 317–18, 359, 423

social media channels
, 343, 354, 357–58, 365, 369

social media marketing
, 21, 366–69

real-time
, 299, 301, 310, 317–18

social media tools
, 7, 204, 291–92, 321

social media usage
, 20–21, 330

social media users
, 21, 334

social status
, 57, 114–15

Source, secondary
, 299, 306–7

sponsorship marketing channels
, 359

sponsorships
, 280, 294, 366–69

strategies, survival
, 168–69

surveys
, 65, 81, 83, 87, 277, 282, 331–32, 337, 341–43, 346, 353, 358, 360

world values
, 63

sustainable consumption
, 29–30, 37–38

target audience
, 281, 301, 324, 358–59, 364, 366–67

technology, mobile
, 52, 254–55, 257–58, 265

Technology Directives in Consumer Life
, 391, 395, 397, 399, 401, 403

term market research
, 75–76, 94

tourist attraction
, 206, 214

TUAD.
, See The Turkish Researchers’ Association (TUAD)

Turkey ministry
, 179–80, 186

Turkish brands
, 5–6, 144, 157, 159, 192, 292–93, 300–301

Turkish consumer behaviours
, 5, 115

Turkish consumers
, 5–6, 114–16, 126, 128–29, 132, 147, 150–51, 229–30, 238, 424–25

preferences of
, 249, 260, 264

Turkish paint industry
, 299–300

Turkish people
, 41, 64, 68, 159, 167, 189, 228, 230, 240–41, 276–77, 282

Turkish video game developers
, 353, 355, 358, 366, 372

TV advertisements
, 299–300, 303–4, 307, 316–17, 357

User Generated Content (UGC)
, 204

video game
, 354–57, 362, 367–70,

developer companies
, 353, 355, 364, 371

developers
, 356, 361, 365, 367, 371–74

industry
, 353–54, 356–57, 359–60, 362, 364, 367

in turkey
, 353–55, 357, 359, 361, 363, 365, 367, 369, 371, 373

virtual reality (VR)
, 96

volume, import and production
, 178–79

women in turkey
, 343

Women’s day
, 306, 310, 312

women’s issues
, 305–9, 311–12, 314–15

WOMM.
, See Word-of-Mouth Marketing (WOMM)

WoMMa
, 324–26

WoMM campaigns
, 333, 342, 345

Word-of-Mouth Marketing (WOMM)
, 280, 321–25, 327, 329, 331–37, 339, 341, 343–45

world markets
, 190

world population
, 30, 398

Prelims
Section 1: Basics of Marketing Managementin Turkey
Chapter 1.1: Introduction
Chapter 1.2: From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context
Chapter 1.3: Business Ethics, Marketing Ethics, Consumer Ethics, Sustainable Consumption and Corporate Social Responsibility in Turkey
Section 2: Turkish Marketing Insight
Chapter 2.1: The Sharing Economy in Turkey: A Marketing Perspective
Chapter 2.2: Analysıs of the Turkısh Market Research Industry: The Changing Role of the Researcher
Section 3: Turkish Consumers
Chapter 3: A Revıew of Factors Affectıng Turkısh Consumer Behaviour
Section 4: Building Brands in Turkey
Chapter 4.1: Consumer–Brand Relationships ın Turkey
Chapter 4.2: Competitive Dynamics in Turkey
Chapter 4.3: Place Marketing in Turkey
Section 5: Crafting Market Offerings in Turkey
Chapter 5: Experience Consumption in Turkey
Section 6: Create and Deliver Value in Turkey
Chapter 6: The Birth of Omni-Channel Marketing and New Dynamics of Consumers’ Approach to Retail Channels
Section 7: Turkish Way of Marketing Communication
Chapter 7.1: IMC: Integrated Marketing Communication
Chapter 7.2: Is Advertısement Really Dead? A Case Study of Filli Boya
Chapter 7.3: Word-of-Mouth Marketing
Section 8: Digital Communication
Chapter 8.1: A Survey of Marketing Management for the Video games Industry in Turkey
Chapter 8.2: Marketing in Cooperation with Technology to Form New Directives in Consumer Life
Section 9: Delights of the Turkish Market
Chapter 9.1: When Delights Turn Bitter: Consumer Resistance in Turkey
Chapter 9.2: The Mystıque of Luxury Products
Index