Marketing Management in Turkey

Editors:

• Selcen Ozturkcan
• Elif Yolbulan Okan

Chapters:

• 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