Marketing management in Turkey / Selcen Ozturkcan, Elif YolbulanOkan.

Format:

Book

Contributor:

Ozturkcan, Selcen, editor.

Yolbulan Okan, Elif, editor.

Series:

Marketing in emerging markets

Language:

English

Subjects (All):

Marketing--Turkey--Management.

Marketing.

Economic development--Turkey.

Economic development.

Physical Description:

1 online resource (477 pages).

Edition:

1st ed.

Place of Publication:

Bingley, UK : Emerald Publishing, 2018.

Summary:

Emerging market economies have long been a significant driver of global growth, and ever 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 the those of developed countries and are even predicted to overtake some of them by 2020. A deep understanding of emerging markets is crucial, then, in order to build tailored products and marketing programs that will capitalize on such rapid growth. In "Marketing Management in Turkey", Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of these emerging economiesnamely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas. Along the way, this book offers important insights into issues affecting all emerging markets, including common perceptions and misconceptions around the opportunities they offer. "Marketing Management in Turkey" 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.

Contents:

Intro

Marketing Management in Turkey

Contents

List of Contributors

About the Editors

SECTION 1: BasIcs of MarketIng Management in Turkey

Chapter 1.1: Introduction

References

Chapter 1.2: From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context

Introduction

Development of Turkish Marketing Scene

Downfall of the Ottoman Empire and Pre-Republican Era

Republican or Single Party Era

Post-War Years for Turkey

Turkish Market Under Neoliberal Influence

New Millennia and the Digital Era

Adaptation or Customisation of Unique Market Characteristics in an Emerging Market: Turkish Case

Conclusion and Future Directions

Chapter 1.3: Business Ethics, Marketing Ethics, Consumer Ethics, Sustainable Consumption and Corporate Social Responsibility in Turkey

Ethics

Business Ethics in Turkey

Marketing Ethics

The Ethical Decision-Making Models Used in Marketing Ethics

Consumer Protection

Consumer Ethics

Sustainable Consumption

Sustainable Consumption in Turkey

Corporate Social Responsibility

Responsibilities of Corporations

Corporate Social Responsibility Concept in Turkey

Conclusion

SECTION 2: Turkish Marketing Insight

Chapter 2.1: The Sharing Economy in Turkey: A Marketing Perspective

Demographics of Sharers

Stakeholders in the Sharing Economy

Benefits and challenges to prosumers in a sharing economy

Benefits and challenges for society in a sharing economy

Benefits and challenges for companies in a sharing economy

Sectors Affected by the Sharing Economy

Business Models in the Sharing Economy

Enablers and Drivers of Growth in the Sharing Economy

Success Factors in the Sharing Economy

Applicability of Success Factors in Turkey.

The Sharing Economy in Turkey

Turkey - Consumers and Online Retailing

The Sharing Economy in Turkey

Recommendations

Recommendations for Policy Makers

Recommendations for Incumbent Firms

Recommendations for the Sharing Economy Startups

Recommendations for Marketers

Notes

Chapter 2.2: Analysis of the Turkish Market Research Industry: The Changing Role of the Researcher

Methodology

Market Research Sector in Turkey

Market Research Sector Ranking and Growth Rate

Spending by Research Method and Spending by Project Type

Turkish Researchers' Association (TÜAD)

Research Companies in the Turkish Market

The Label 'Market Research'

Market Research Methods

Philosophical Foundations of Market Research

Traditional Methods versus Digital Listening

Innovative Tools for New Product Development

Discussion

New Technologies, Staffing Decisions

New-Generation Research and the Eternal Principles

Conclusion and Managerial Implications

Acknowledgements

SECTION 3: Turkish Consumers

Chapter 3: A Review of Factors Affecting Turkish Consumer Behaviour

Factor Affecting Consumer Behaviour

Cultural Factors

Culture

Subculture

Social Factors

Groups

Socialisation

Social Class, Status and Roles

Personal Factors

Demographics

Psychographics

Self-concept

Psychological Factors

Motivation

Perception

Learning

Memory

Attitudes

Types of Consumer Behaviour

Routine (Routinised) Response Behaviour

Limited Problem-solving

Extensive Problem-solving

Impulse (Impulsive) Buying Behaviour

Stages in the Buying Decision-Making Process of Turkish Consumers

Stage 1: Need Recognition

Stage 2: Information Search

Stage 3: Evaluation of Alternatives

Stage 4: Purchase Decision.

Stage 5: Post-Purchase Evaluation

SECTION 4: Building Brands in Turkey

Chapter 4.1 Consumer-Brand Relationships in Turkey

Antecedents of Brand Relationships

Global and Local Identities of Brands

Brand Personality and Congruity with Consumers

Consequences of Brand Relationships

Brand Trust, Brand Loyalty and Brand Engagement

Brand Love

Data and Results

Online Consumer-Brand Relationships

Chapter 4.2 Competitive Dynamics in Turkey

Competition and Emerging Markets

Understanding Dynamics of Emerging Markets

The Need for New Competitive Positioning to Market Products in Emerging Markets

The Need for Strategy Formulation of Local Companies: Staying Local or Being a Part of Global Markets?

Dawar and Frost Model

Understanding Current Dynamics of Competition in Turkey as an Emerging Market

Competition in Different Sectors of Turkey

Global Competitive Pressure in Different Sectors

Agriculture Industry

Manufacturing Industry

Which Marketing Actions and Competitive Position?

What Might be Competitive Assets of the Companies in this Industry?

Which Marketing Plan?

Which Marketing Actions?

Cases Related to Survival Strategies of the Companies in Emerging Markets

An Extender from Agriculture Industry: Ipek Bulgur

A Real Extender: Turkish Film Series Industry!

Live Defenders!

Meet a Dodger!

Meet a Contender!

Chapter 4.3 Place Marketing in Turkey

General Background on Place Branding

Definition of Place Branding

Goals of Place Branding

Components of Place Branding

Challenges of Place Branding

Evolution of Place Branding in Turkey

The Role of Social Media in Place Branding.

The Role of Movies and TV Series in Place Branding

The Role of Sustainable Communication

The Emerging Role of Slow City Concept

Role of Health Tourism

The Role of Culture

Role of Religious Affiliation

The Role of Local Governments

The Role of Events

Discussion and Conclusion

SECTION 5: Crafting Market Offerings in Turkey

Chapter 5: Experience Consumption in Turkey

Defining Experiences and the Experiential Recommendation

Experiential Consumption in Turkey

Retail Experiences in Turkey

Social Experiences

Third-Place Experiences

Social Experiences in Turkey

Results

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

The Concept of Omni-Channel

From Single to Omni-Channel

Omni-Channel Retail Initiatives

Digital Revolution in Retailing

Factors for Omni-Channel Success and Channel Integration

Challenges for Marketing and Logistics

Consumer Behaviour in Today's Retail Environment

Previous Research on Consumers' Channel Preferences

Drivers of Cross-Channel Information Search

Methodology and Research Findings

Discussion and Conclusions

Appendix

SECTION 7: Turkish Way of Marketing Communication

Chapter 7.1: IMC: Integrated Marketing Communication

Changing Communication Environment

Integrated Big Data

Integrated Marketing Communication

Developing Effective IMC

IMC Trends in Turkey

TV

Product Placement

Virtual/Augmented/Mixed Reality (VR/AR/MR)

Content Marketing

Experiential Marketing

Case Study

Nusret Gökçe - A Social Phenomena Success Story

Integrated Prohibitions

Conclusion.

References

Chapter 7.2: Is Advertisement Really Dead? A Case Study of Filli Boya

Company Background

Marketing Communication Strategy

Findings

More Than a Simple Brand - As If a Brand Created for Positive Gender Discrimination

Sincerity

Competitive Information

Market Leader Brand

Filli Boya and the Competitors

Advertising Effects

Chapter 7.3: Word-of-Mouth Marketing

History of WOMM

Value of WOMM

WOMM Across the World

A Great Example

The Most Important Detail: Mid Circle

The Five Ts of WOMM

Case Study: ebebek

WOMM in Turkey

How We Do It

10 Steps to WOMM Success

How Our Community Works with Brands

Case: L'Oreal

Case: Philips Lumea

Tavsiye Kanalı Operations

One Unique Medium: A WOMM House: Tavsiye Evi

How Do We Use Tavsiye Evi?

What People Talk About and Share

A Step-by-Step 'How To Guide

WOMM Toolkit

Summary and the Future of WOMM

Note

SECTION 8: Digital Communication

Chapter 8.1: A Survey of Marketing Management for the Video Games Industry in Turkey

Literature Review

Indie vs AAA Characteristics

The Video Games Industry and Marketing

Method

Section 1A: Identities of Video Game Development Companies

Section 1B: Statistics for Marketing Planning and Management

Section 1C: Channel Use

Sections 2A and 2B: Analysis on Beliefs About Marketing and Industry

Section 3: Analysis of the Criteria of Success for Marketing Activities

Appendix A: Survey about Marketing Activities and Management

Section 1A

Section 1B

Section 1C

Section 2A

Section 2B

Section 3

Appendix B: Dispersion Statistics for Table 1.

Chapter 8.2: Marketing in Cooperation with Technology to Form New Directives in Consumer Life.

Notes:

Includes index.

Includes bibliographical references.

Print version record

ISBN:

9781787439276

1787439275

9781787145573

1787145573