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Marketing Management in Turkey /
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 a...
| Clasificación: | Libro Electrónico |
|---|---|
| Otros Autores: | , |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Bingley, UK :
Emerald Publishing Limited,
2018.
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| Edición: | First edition. |
| Colección: | Marketing in emerging markets.
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| Temas: | |
| Acceso en línea: | Texto completo Texto completo |
Tabla de Contenidos:
- 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; 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
- Corporate Social Responsibility Concept in Turkey; Conclusion; 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 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; 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 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; References; SECTION 3: Turkish Consumers.