Open access peer-reviewed Edited Volume

Promotion and Marketing Communications

Umut Ayman

Eastern Mediterranean University


Anıl Kemal Kaya

Eastern Mediterranean University


Consumer Business Promotion Branding IMC Digital CSR CPR MPR sponsorship New Developments Interactive/Alternative Media

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About the book

Technological developments alter the marketing field and strategies where consumers adopt and integrate these technological developments into their lives. This leads to an increase in their wisdom literacy and know-how levels, which transforms them into a more difficult consumer profile. They are not easily satisfied with only the product features itself, no matter how satisfactory it is, but they also seek conformity with their individual consuming patterns. Thus, the new marketing environment requires to create more superior value while reaching their consumers. Therefore, companies have to strategically plan all their messages in their campaign while reaching their target market/target audiences. Creating loyalty is not an easy issue anymore, hence traditional promotional mix elements alone are not enough to create long-term relationships with consumers. Companies have to put more emphasis for their corporate identity, image, reputation, and brand management under their marketing communication elements. Therefore, this book is both valuable for academic field, and for marketing communication experts to cope up with the new trends in marketing communication perspective.

Publishing process

Book initiated and editor appointed

Date completed: September 9th 2019

Applications to edit the book are assessed and a suitable editor is selected, at which point the process begins.

Chapter proposals submitted and reviewed

Deadline Extended: Open for Submissions

Potential authors submit chapter proposals ready for review by the academic editor and our publishing review team.

Approved chapters written in full and submitted

Deadline for full chapters: November 29th 2019

Once approved by the academic editor and publishing review team, chapters are written and submitted according to pre-agreed parameters

Full chapters peer reviewed

Review results due: February 17th 2020

Full chapter manuscripts are screened for plagiarism and undergo a Main Editor Peer Review. Results are sent to authors within 30 days of submission, with suggestions for rounds of revisions.

Book compiled, published and promoted

Expected publication date: April 17th 2020

All chapters are copy-checked and typesetted before being published. IntechOpen regularly submits its books to major databases for evaluation and coverage, including the Clarivate Analytics Book Citation Index in the Web of ScienceTM Core Collection. Other discipline-specific databases are also targeted, such as Web of Science's BIOSIS Previews.

About the editor

Umut Ayman

Eastern Mediterranean University

Umut Ayman completed her Bachelor’s degree in Business at Eastern Mediterranean University (EMU) and completed her MBA in 1999. Within the EMU Community Involvement Center Ayman pioneers and provides consultancy services for social responsibility projects. She completed her Communication and Media studies PhD in 2015 and in her thesis she focused on consumption patterns in branded apparel products, its communication and consumers’ decision making styles from marketing communication perspective. She also works on campaign designs and launch for products/services of various sectors, is involved in A to Z integrated marketing communication models including luxury consumption, branding and fashion marketing communication issues. She has been lecturing on Introduction to marketing communication, integrated marketing communication, marketing oriented public relations, marketing communication for social responsibility, IMC research methods, fashion marketing communication, branding and brand management, IMC campaign and senior project courses. She is working as an Assistant Professor and Vice-chair at EMU, Faculty of Communication, Public Relations and Advertisement Department.

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