Uluslararasi Pazarlama: Dijitallesen Dünyaya Yeni Yaklasimlar

New Approaches to the Digitalizing World

Since 1982, when this work was first published, both the world and Turkey have changed constantly, and in addition to quantitative growth in the commercial field, many qualitative transformations have also occurred. Among the qualitative transformations taking place at a dizzying pace, digitalization and sustainability are at the forefront.

In this new edition, you will find detailed explanations on the reflections of new concepts in our lives such as industry 4.0, artificial intelligence, machine learning, big data, crowdsourcing, internet of things, blockchain and marketing information systems brought about by digital transformation, to the field of marketing. Another trend that has been on the rise in recent years in parallel with technological innovations is “accountable” activities and businesses. We contributed to this trend with a brand new chapter in our book, covering topics such as sustainable marketing, social purpose marketing, social responsibility and green marketing. In addition, in this latest edition of our work, we increased the weight of examples of “domestic” brands and included domestic success stories and best practice examples.

The main purpose of this book is to be useful to the managers of companies aiming to open up to international markets with the products and services they produce and to university students who want to improve themselves in the field of international trade, and to introduce the strategies, methods and processes of international marketing. We hope that our work will be beneficial to both our students who are interested in this field, our local brands, and our country’s economy…