Overview

Emerging market economies have long been a significant driver of global growth, and since the beginning of the new millennium they have gained greater importance than ever. Economists state that the economies of emerging countries are rapidly catching up with those of developed countries and are even predicted to overtake some of them by 2020. A deep understanding of emerging markets is crucial, then, to build tailored products and marketing programs that will capitalize on such rapid growth. In Marketing Management in Turkey, Selcen Ozturkcan and Elif Yolbulan Okan present the reader with marketing opportunities, market potential, and standardization and customization opportunities available within a fast-growing emerging economy-namely, the Turkish economy. Along the way, the book also offers important insights into issues affecting similar emerging markets by detailing the common perceptions and misconceptions around the unique opportunities they appear to offer. This book will be of keen interest to practitioners interested in investing in emerging markets, and it will also have much to offer to researchers and students interested in the future of the global economy.

Full Product Details

Author:   Selcen Ozturkcan (Linnaeus University, Sweden) ,  Elif Yolbulan Okan (Bahcesehir University, Turkey)
Publisher:   Emerald Publishing Limited
Imprint:   Emerald Publishing Limited
Weight:   0.772kg
ISBN:  

9781787145580

ISBN 10:   1787145581
Pages:   480
Publication Date:   30 July 2018
Audience:   Professional and scholarly ,  Professional & Vocational
Format:   Hardback
Publisher's Status:   Active
Availability:   Manufactured on demand  
We will order this item for you from a manufactured on demand supplier.

Table of Contents

Chapter 1.1. IntroductionChapter 1.2. From Bazaars to Digital Environment: Short History of Marketing in Turkish Context; Eda Aylin Genc, Metehan Igneci Chapter 1.3. Business Ethics, Marketing Ethics, Consumer Ethics, Sustainable Consumption and Corporate Social Responsibility in Turkey; Hande Begum Bumin Doyduk Chapter 2.1. The Sharing Economy In Turkey: A Marketing Perspective; Elif Yelseli Sisecam, Huseyin Sami Karaca, OEzlem Hesapci Chapter 2.2. Analysis Of The Turkish Market Research Industry The Changing Role of the Researcher; OEzgecan Karanci Chapter 3.1. A Review Of Factors Affecting Turkish Consumer Behavior; I. Taylan Doertyol, Aysen Coskun, Olgun Kitapci Chapter 4.1. Consumer-Brand Relationships In Turkey; Ezgi Merdin-Uygur, Umut Kubat, Zeynep Gurhan-Canli Chapter 4.2. Competitive Dynamics In Turkey; Muhterem Sebnem Ensari Chapter 4.3. Place Marketing In Turkey; Can Uslay, Mesut Cicek Chapter 5.1. Experience Consumption In Turkey; Ezgi Merdin-Uygur Chapter 6.1. The Birth of Omni-Channel Marketing and New Dynamics of Consumers' Approach to Retail Channels; Selen OEzturk, Abdullah Okumus Chapter 7.1. IMC: Integrated Marketing Communication; Elif Yurdakul, Asli Bozdag Karaman Chapter 7.2. Is Advertisement Really Dead? A Case Study Of Filli Boya; Cigdem Basfirinci, Gulcan Sener Chapter 7.3. Word of Mouth Marketing; Renan Tavukcuoglu, Tavsiye Evi Chapter 8.1. A Survey Of Marketing Management For Videogames Industry In Turkey; Sercan Sengun Chapter 8.2. Marketing is in cooperation with technology to form new directives in consumer life; M.OEzgur Gungoer Chapter 9.1. When Delights Turn Bitter: Consumer Resistance in Turkey; Melike Demirbag-Kaplan Chapter 9.2. The Mystique Of Luxury Products; Meltem Kiygi-Calli

Reviews

Turkish business scholars discuss fundamental marketing management topics, focusing on Turkey as an emerging country. They cover Turkish marketing insight, Turkish consumers, building brands in Turkey, crafting market offerings in Turkey, creating and delivering value in Turkey, the Turkish way of marketing communication, digital communication, and delights of the Turkish market. Specific topics include from bazaars to digital environment: a short history of marketing in the Turkish context, consumer-brand relationships in Turkey, he birth of omni-channel marketing and new dynamics of consumers' approach to retail channels, word-of-mouth marketing, and when delights turn bitter: consumer resistance in Turkey. -- Annotation (c)2018 * (protoview.com) *

Turkish business scholars discuss fundamental marketing management topics, focusing on Turkey as an emerging country. They cover Turkish marketing insight, Turkish consumers, building brands in Turkey, crafting market offerings in Turkey, creating and delivering value in Turkey, the Turkish way of marketing communication, digital communication, and delights of the Turkish market. Specific topics include from bazaars to digital environment: a short history of marketing in the Turkish context, consumer-brand relationships in Turkey, he birth of omni-channel marketing and new dynamics of consumers' approach to retail channels, word-of-mouth marketing, and when delights turn bitter: consumer resistance in Turkey.--Annotation (c)2018 (protoview.com)

Author Information

Dr. Selcen Ozturkcan currently works at Linnaeus University (Sweden), and occasionally visits Helsinki School of Business (Finland) and the Brand Practice Forum of Sabanci University (Turkey). Her full research and teaching portfolio is available at www.selcenozturkcan.com. Dr. Elif Yolbulan Okan graduated from Middle East Technical University with a BSc degree in Business Administration (1995), earned her MSc in Marketing from the University of Salford, Manchester (1997) and a PhD in Marketing from Yeditepe University (2007). She has been working at Bahc es ehir University, Istanbul since February 2018. Her research interests include marketing, brand management and consumer behaviour.

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