Overview
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.
Elif Yolbulan Okan and Selcen Ozturkcan examine marketing opportunities, market potential, and standardization and customization opportunities available within one of the fastest growing of the world's emerging economies—namely, the Turkish economy, which according to a recent PWC report could outstrip the Italian economy by 2030 in many areas.
- | Author: Elif Yolbulan Okan, Selcen Ozturkcan
- | Publisher: Emerald Publishing Limited
- | Publication Date: Jul 30, 2018
- | Number of Pages:
- | Language:
- | Binding: Hardback
- | ISBN-13: 9781787145580
- | ISBN-10: 1787145581
