Half Title Page
Marketing Management in Turkey
Title Page
Marketing Management in Turkey
EDITED BY
SELCEN OZTURKCAN
Linnaeus University, Kalmar, Sweden
ELIF YOLBULAN OKAN
Bahçeşehir University, Istanbul, Turkey
United Kingdom – North America – Japan India – Malaysia – China
Copyright Page
Emerald Publishing Limited
Howard House, Wagon Lane, Bingley BD16 1WA, UK
First edition 2018
Copyright © 2018 Emerald Publishing Limited
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British Library Cataloguing in Publication Data
A catalogue record for this book is available from the British Library
ISBN: 978-1-78714-558-0 (Print)
ISBN: 978-1-78714-557-3 (Online)
ISBN: 978-1-78743-927-6 (Epub)
Contents
| List of Contributors | ix | ||
| About the Editors | xi | ||
| Section 1 Basics of Marketing Managementin Turkey | |||
| Chapter 1.1 Introduction | |||
| Selcen Ozturkcan and Elif Yolbulan-Okan | 3 | ||
| Chapter 1.2 From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context | |||
| Eda Aylin Genc and Metehan Igneci | 9 | ||
| Chapter 1.3 Business Ethics, Marketing Ethics, Consumer Ethics, Sustainable Consumption and Corporate Social Responsibility in Turkey | |||
| Hande Begüm Bumin Doyduk | 29 | ||
| Section 2 Turkish Marketing Insight | |||
| Chapter 2.1 The Sharing Economy in Turkey: A Marketing Perspective | |||
| Elif Yelseli, Hüseyin Sami Karaca and Özlem Hesapçı Karaca | 51 | ||
| Chapter 2.2 Analysıs of the Turkısh Market Research Industry: The Changing Role of the Researcher | |||
| Özgecan Karanci | 75 | ||
| Section 3 Turkish Consumers | |||
| Chapter 3 A Revıew of Factors Affectıng Turkısh Consumer Behaviour | |||
| İ. Taylan Dörtyol, Ayşen Coşkun and Olgun Kitapci | 105 | ||
| Section 4 Building Brands in Turkey | |||
| Chapter 4.1 Consumer–Brand Relationships ın Turkey | |||
| Ezgi Merdin-Uygur, Umut Kubat and Zeynep Gürhan-Canli | 143 | ||
| Chapter 4.2 Competitive Dynamics in Turkey | |||
| Muhterem Şebnem Ensari | 165 | ||
| Chapter 4.3 Place Marketing in Turkey | |||
| Can Uslay and Mesut Çiçek | 199 | ||
| Section 5 Crafting Market Offerings in Turkey | |||
| Chapter 5 Experience Consumption in Turkey | |||
| Ezgi Merdin-Uygur | 223 | ||
| 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 | |||
| Selen Öztürk and Abdullah Okumuş | 247 | ||
| Section 7 Turkish Way of Marketing Communication | |||
| Chapter 7.1 IMC: Integrated Marketing Communication | |||
| Elif Yurdakul and Aslı Bozdag˘ | 275 | ||
| Chapter 7.2 Is Advertısement Really Dead? A Case Study of Filli Boya | |||
| Çiğdem Başfırıncı and Gülcan Şener | 299 | ||
| Chapter 7.3 Word-of-Mouth Marketing | |||
| Renan Tan Tavukçuoğlu | 321 | ||
| Section 8 Digital Communication | |||
| Chapter 8.1 A Survey of Marketing Management for the Video games Industry in Turkey | |||
| Sercan Şengün | 353 | ||
| Chapter 8.2 Marketing in Cooperation with Technology to Form New Directives in Consumer Life | |||
| Mustafa Özgür Güngör | 389 | ||
| Section 9 Delights of the Turkish Market | |||
| Chapter 9.1 When Delights Turn Bitter: Consumer Resistance in Turkey | |||
| Melike Demirbag-Kaplan | 411 | ||
| Chapter 9.2 The Mystıque of Luxury Products | |||
| Meltem Kiygi-Calli | 431 | ||
| Index | 455 | ||
List of Contributors
Çiğdem Başfirinci, Associate Professor, Karadeniz Technical University, Trabzon, Turkey
Aslı Bozdağ, PhD candidate, Istanbul Bilgi University, Istanbul, Turkey
Dr. Mesut Çiçek, Research Assistant, Yalova University, Yalova, Turkey
Dr. Ayşen Coşkun, Assistant Professor, Akdeniz University, Antalya, Turkey
Dr. Melike Demirbag-Kaplan, Associate Professor, Yasar University, Izmir, Turkey
Dr. I. Taylan Dörtyol, Associate Professor, Akdeniz University, Antalya, Turkey
Dr. Hande Begüm Bumin Doyduk, Assistant Professor, Gelişim University, Istanbul, Turkey
Dr. Muhterem Şebnem Ensari, Assistant Professor, Okan University, Istanbul, Turkey
Eda Aylin Genç, PhD candidate, Manchester Metropolitan University, Manchester, UK
Dr. Mustafa Özgür Güngör, Assistant Professor, Okan University, Istanbul, Turkey
Dr. Zeynep Gürhan-Canli, Professor, Koç University, Istanbul, Turkey
Metehan Igneci, PhD candidate, Yasar University, Izmir, Turkey
Dr. Hüseyin Sami Karaca, Assistant Professor, Boğaziçi University, Istanbul, Turkey
Dr. Özlem Hesapçı Karaca, Associate Professor, Boğaziçi University, Istanbul, Turkey
Özgecan Karanci, Lecturer, Maltepe University, Istanbul, Turkey
Dr. Olgun Kitapci, Associate Professor, Akdeniz University, Antalya, Turkey
Dr. Meltem Kiygi-Calli, Assistant Professor, Kadir Has University, Istanbul, Turkey
Dr. Umut Kubat, Assistant Professor, Akdeniz University, Antalya, Turkey
Dr. Ezgi Merdin-Uygur, Assistant Professor, Kadir Has University, Istanbul, Turkey
Dr. Elif Yolbulan Okan, Bahçes¸ehir University, Istanbul, Turkey
Dr. Abdullah Okumuş, Professor, Istanbul University, Istanbul, Turkey
Dr. Selen Öztürk, Assistant Professor, Istanbul University, Istanbul, Turkey
Dr. Selcen Ozturkcan, Associate Professor, Linnaeus University, Kalmar, Sweden
Dr. Gülcan Şener, Assistant Professor, Karadeniz Technical University, Trabzon, Turkey
Dr. Sercan Şengün, PostDoc Research Associate, Computer Science and Artificial Intelligence Laboratory (CSAIL), Massachusetts Institute of Technology, Cambridge, MA, USA
Renan Tan Tavukçuoğlu, CEO and Owner, Tavsiye Evi, Istanbul, Turkey
Dr. Can Uslay, Associate Professor, Rutgers University, Piscataway, NJ, USA
Elif Yelseli, Türkiye Şişe ve Cam Fabrikaları A.Ş., Istanbul, Turkey
Dr. Elif Yurdakul, Assistant Professor, Istanbul Bilgi University, Istanbul, Turkey
About the Editors
Dr. Selcen Ozturkcan continues her academic career as an Associate of Marketing at the Linnaeus University (Sweden), Visiting Professor at the Helsinki School of Business (Finland) and Network Professor of Marketing at the Brand Practice Forum of Sabanci University (Turkey). Previously, she worked as an Assistant Professor of Business Administration at Jönköping University (Sweden). Prior to relocating to Scandinavia, Dr. Öztürkcan served as a Professor of New Media (2017–2018) at the Faculty of Communication of Bahçes¸ehir University (Turkey), Associate Professor of Marketing (2011–2016) and Assistant Professor of Marketing (2010–2011) at the Social Sciences Institute of Istanbul Bilgi University (Turkey). She is a graduate of Tarsus American High School (1995), and holds a B.Sc. Honours (1999) in Materials Science and Metallurgical Engineering from Middle East Technical University, an MBA from the Bilkent University on merit-scholarship (2001), and a PhD in Management Engineering from Istanbul Technical University (2007), where she also received the Outstanding PhD Award of the Turkish Educational Foundation (2007). Her post-doc research activities were hosted by Sabanci University (2006–2008) and Ozyegin University (2008–2010).
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 worked at TEB and Osmanlı Bank between 1998 and 2001. She was a faculty member at the Department of Business Administration in Yeditepe University between 2002 and 2016. She worked as an Associate Professor of Marketing at Okan University (2016–2018). Since February 2018, she has been working at Bahçeşehir University, Turkey. Her research interests include marketing, brand management and consumer behaviour. Dr Yolbulan Okan’s research has appeared as book chapters, case studies in books and articles published by national and international journals. She also lectures in Brand Management and Integrated Marketing Communication seminars at the Turquality Programme.
