Marketing management in Turkey / Selcen Ozturkcan, Elif YolbulanOkan.
Material type:
TextSeries: Marketing in emerging marketsPublisher: Emerald Publishing Limited, Description: 1 online resource (xi, 464 pages)ISBN: 9781787145573 (e-book)Subject(s): Marketing -- Turkey -- Management | Economic development -- Turkey | Business & Economics -- Marketing -- General | Sales & marketingAdditional physical formats: No titleDDC classification: 658.8 LOC classification: HF5415.12.T9 | M37 2018Online resources: Click here to access online 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.
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Digital Library
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HF5415.12.T9 M37 2018 (Browse shelf(Opens below)) | Link to resource | Available |
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| HF5415 .P95 2015eb Principles of marketing. | HF5415 .S83 2020 Marketing in customer technology environments : | HF5415 .T69 2012 Toward a better understanding of the role of value in markets and marketing | HF5415.12.T9 M37 2018 Marketing management in Turkey / | HF5415.122 .E29 2002 Econometric models in marketing | HF5415.1255 .D48 2018 Developing insights on branding in the B2B context : | HF5415.1255 .I58 2012 Interdisciplinary approaches to product design, innovation, & branding in international marketing |
Includes index.
Includes bibliographical references.
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.
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