Open access peer-reviewed Edited Volume

Promotion and Marketing Communications

Edited by Umut Ayman

Eastern Mediterranean University

Co-editor:

Anıl Kemal Kaya

Eastern Mediterranean University

This edited Promotion and Marketing Communications book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field, giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.

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IntechOpen
Promotion and Marketing CommunicationsEdited by Umut Ayman

Published: July 8th 2020

DOI: 10.5772/intechopen.83011

ISBN: 978-1-83880-228-8

Print ISBN: 978-1-83880-227-1

eBook (PDF) ISBN: 978-1-78984-699-7

Copyright year: 2020

Books open for chapter submissions

1972 Total Chapter Downloads

chaptersDownloads

Open access peer-reviewed

1. International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits

By Rouxelle de Villiers, Pornchanoke Tipgomut and Drew Franklin

337

Open access peer-reviewed

2. Repositioning of PR Field in Developing Countries

By Anıl Kemal Kaya and Umut Ayman

100

Open access peer-reviewed

3. Reputation Management

By František Pollák, Peter Dorčák and Peter Markovič

129

Open access peer-reviewed

4. E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing

By Stefan Balkanski and Ilko Getov

595

Open access peer-reviewed

5. Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?

By Carlos Gonzalo-Penela, Noelia Jiménez-Asenjo and Diana A. Filipescu

100

Open access peer-reviewed

6. Digital Marketing: Scope Opportunities and Challenges

By Chandan Kumar Mishra

135

Open access peer-reviewed

7. Dissecting Changes in Consumer Characteristics through Psychographics

By Sumitro Sarkum

143

Open access peer-reviewed

8. The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry

By Arooj Rashid

245

Open access peer-reviewed

9. Marketing Communication and Promotion in Health Services

By Aykut Ekiyor and Fatih Altan

189

Edited Volume and chapters are indexed in

  • Worldcat
  • OpenAIRE
  • Google Scholar
  • AZ ebsco
  • Base
  • CNKI

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