In this section you can explore my articles on several subjects such as marketing theory, contemporary marketing practices, new economy, e-commerce and many other subjects. New articles are released and put into this section periodically.

Please choose your article from the list below and click the title of the article. Please keep in mind that you should read and understand the privacy policy regarding the material you read and copy.

LATEST RELEASE

Retail Marketing 2010 - December 2009

While the first signals of recovering the damages of the global economic turbulence have been arrived to us during this year, year 2010 is expected to be the one which will be determinant of the speed and momentum for the retail market recovery. During next year, we will get the answers fro two questions: When the upward movement in markets will gain momentum? Are we going to see the old good days in the markets? Explanations made on the subject include many different recovery shapes for the markets. The latest consensus is that the recovery will take some more time by proceeding slowly and it is not expected to see the old brilliant days in the market. The situation means the following: We are about to enter to a new period and now it is halftime of the game. Although it is expected to have more recovered and vivid markets compared to the last two years, at the same time the signs show that everything will be different, complex and more difficult. So when the half time will start? In this perspective, year 2010 is the half time where the dynamics of the new period will take shape. Consequently, year 2010 is the period which should be used by retail companies to make preparations, to restructure and make the right investments. If we don’t face turmoil like in the movie named “2012”, 2010 and following years will bring different dynamics and more competitive structure in the retail market. Those companies, who won’t be ready for the new market conditions, will probably face the judgment day. So, how the retail companies should use the half time to be prepared for the new period?

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MARKETING COMMUNICATIONS

Let's Keep the Social Media Clean! - September 2009

While industrial media keeps its leading position within communication investments all over the world, worldwide advertising spending still keeps its downward trend due to the global economic turbulence and the effects of crisis.  Information taken from several resources show that the total media spending in US is expected to decrease 10 %. The worst case will be faced in press and radio ads, while TV ads will also take part in this trend. The situation in Turkey is not also so different from the rest of the world. All estimations and statistics show another important reality: The increase in the interest and investments for the social media.  Before starting to analyze the reasons of this new development, it is better to explain the meaning of social media for those who are new to the term or to refresh the minds of others about the meaning and structure of social media.

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MARKETING MANAGEMENT

Retail Marketing 2010 - December 2009

While the first signals of recovering the damages of the global economic turbulence have been arrived to us during this year, year 2010 is expected to be the one which will be determinant of the speed and momentum for the retail market recovery. During next year, we will get the answers fro two questions: When the upward movement in markets will gain momentum? Are we going to see the old good days in the markets? Explanations made on the subject include many different recovery shapes for the markets. The latest consensus is that the recovery will take some more time by proceeding slowly and it is not expected to see the old brilliant days in the market. The situation means the following: We are about to enter to a new period and now it is halftime of the game. Although it is expected to have more recovered and vivid markets compared to the last two years, at the same time the signs show that everything will be different, complex and more difficult. So when the half time will start? In this perspective, year 2010 is the half time where the dynamics of the new period will take shape. Consequently, year 2010 is the period which should be used by retail companies to make preparations, to restructure and make the right investments. If we don’t face turmoil like in the movie named “2012”, 2010 and following years will bring different dynamics and more competitive structure in the retail market. Those companies, who won’t be ready for the new market conditions, will probably face the judgment day. So, how the retail companies should use the half time to be prepared for the new period?

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Understanding Women! - November 2009

It’s not an easy task. It has been always very difficult and tiring task for opposite sex to understand women. Actually, none of them could successfully analyze and understood clearly. Those who think that they finally understood woman, took the decision to not think about this issue anymore when they suddenly faced the truth that their findings including rules of relationship do not work at all. This reality which is true on social and emotional relationships with women is also an issue in the business life. The difficulty of solving the “woman equation” becomes a marketing problem for those companies whose target market and consumer portfolio include female consumers.  This marketing problem obliges the companies to understand female consumer behavior to have competitive advantage in the market. So why ever existed female consumers became a very important marketing problem for the companies in today’s marketplace?

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Strategic Orbit Synchronization in Retail Industry - October 2009

In our previous article, we explained our views about the structure of the “Social Media” as well as the opportunities and threats which bring to business. Actually social media with its all features and effects is one of the novelties and developments which the new era brings to us.  To analyze the existing situation in the market within social media context and thinking social media as a technology driven new communication channel only, will be a wrong and damaging approach. Although social media is one of the most important products of the new era, it is not the source of the change and development but it is the result of it. The new postmodern era, which is started with the effect of several change and developments factors, is a new time period where new dynamics and rules are dominant in the retail industry and all these require new strategic approaches and fine tuning activities. This new era is the product of several technological, social and economic development and changes which started in the beginning of 21st century. As we claimed in our book “Internet Commerce” (http://www.internetticareti.net) in 2003, the roots of ecosocial system has been inseminated in the beginning of 21st century and the system started to show its real economic and social effects in the present day.

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NEW ECONOMY & e-COMMERCE

New Ecosocial System (NES)

From time to time it is better to go one step back and see the big picture in order to analyze more objectively the latest situation, the progress and impacts of the progress on the economic and social life. The technological innovations starting from early 1980's and skyrocketing during 1990's resulted in major change and developments which in turn created revolutionary impacts on both individuals and institutions. This article reviews the developments and their impacts on both individuals and business by defining the New Ecosocial System (NES) which the ultimate product of the revolutionary changes. The implications of failing in the transformation process to NES is also analyzed by the author.

This article reviews the developments and their impacts on both individuals and business by defining the New Ecosocial System (NES) which the ultimate product of the revolutionary changes. The implications of failing in the transformation process to NES is also analyzed by the author.

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Digital Divide

The implications of the rapid technological developments in the economic and social context do not always produce positive outcomes for all countries. One important implication of fast development occurring in one region or country, is the danger of inequality between the different regions and / or countries in terms of sophistication level of societies. Mostly starting from technological advances, this danger creates a chain effect resulting to major differences in many aspects of the society such as education level, technology involvement and economy.

This article defines "Digital Divide" in the contemporary context which is the source of many problems explained above. The author explains the reasons which create digital divide and proposes solutions for not experiencing such major problems in the digital age.

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MARKETING THEORY

Recreationalist View of Science and Implications for International Marketing

The ongoing debate concerning scientific status of marketing as well as pluralistic views regarding the roles of different philosophies in marketing research’s scientific progress has been dominated the marketing area since the beginning of twentieth century. This paper first answers the question of “Is Marketing a science? “. Secondly, the recreationalist view of science is explained and the recreationalist research model is proposed. The author proposes a complete model of research which is a dynamic system of quantitative and qualitative research combination. Thirdly, the effects of cultural dimension in international marketing strategies are explained. The author highlights the importance of host country culture in the development of marketing and communication strategies.

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