Prelims

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

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Emerald Publishing Limited

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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

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.