"Promotion and Marketing Communications" ed. by Umut Ayman, Anıl Kemal Kaya

This book presents a collection of chapters authored by various researchers and edited by marketing communication professionals. This volume there is the latest research about marketing communication under which marketing strategies are delicately discussed.

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.
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.


Contents
1.International Market Segmentation across Consumption and Communication Categories: Identity, Demographics, and Consumer Decisions and Online Habits
2.Repositioning of PR Field in Developing Countries
3.Reputation Management
4.E-Detailing: Keyways for Successful Implementation of Digital Technologies in the Pharmaceutical Marketing
5.Cheers in UK: How Visible Are Spanish Sparkling Wines on Google.co.uk?
6.Digital Marketing: Scope Opportunities and Challenges
7.Dissecting Changes in Consumer Characteristics through Psychographics
8.The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry
9.Marketing Communication and Promotion in Health Services