| Edition |
First edition. |
| Description |
1 online resource. |
| Physical Medium |
polychrome |
| Description |
text file |
| Series |
The marketing research collection
|
| 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 CaseConclusion and Future Directions; References; Chapter 1.3: Business Ethics, Marketing Ethics, Consumer Ethics, Sustainable Consumption and Corporate Social Responsibility in Turkey; Introduction; 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 |
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Corporate Social Responsibility Concept in TurkeyConclusion; References; SECTION 2: Turkish Marketing Insight; Chapter 2.1: The Sharing Economy in Turkey: A Marketing Perspective; Introduction; 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 EconomyApplicability 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; References; Chapter 2.2: Analysis of the Turkish Market Research Industry: The Changing Role of the Researcher; Introduction; Methodology; Market Research Sector in Turkey; Market Research Sector Ranking and Growth Rate |
|
Spending by Research Method and Spending by Project TypeTurkish 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; References; SECTION 3: Turkish Consumers |
| Bibliography |
Includes bibliographical references. |
| Local Note |
eBooks on EBSCOhost EBSCO eBook Subscription Academic Collection - North America |
| Subject |
Marketing -- Management.
|
|
Marketing -- Management. |
|
Marketing -- Turkey.
|
|
Marketing. |
|
Turkey. |
| Genre/Form |
Electronic books.
|
| Added Author |
Ozturkcan, Selcen, editor.
|
|
Okan, Elif Yolbulan.
|
| Other Form: |
Print version: Marketing Management in Turkey. First edition. Bingley : Emerald Publishing Limited, 2018 1787145581 9781787145580 (OCoLC)1020030887 |
| ISBN |
9781787145573 (electronic book) |
|
1787145573 (electronic book) |
|
9781787439276 |
|
1787439275 |
|
9781787145580 |
|
1787145581 |
|
