Multidisciplinary Approaches to Contemporary Marketing
Description
This book uniquely combines literature from different research fields of marketing, such as social and psychological perspectives, behavioral sciences, the digital era, sustainability, and corporate social responsibility, to present a multidisciplinary approach to marketing. With a diverse authorship bringing together the research and the expertise of multiple scholars, the combination of contexts and research fields in this book will illuminate the scope of marketing for researchers in the field.
It discusses questions and issues such as innovative approaches to marketing in the digital era, the role of AI in modern neuromarketing approaches and the current marketing practices regarding corporate and social responsibility and sustainability. Covering a range of topics from green fiscal policies to accessible marketing practices as well as current trends in technologies in marketing, such as AI applications and digital transformations, this book will be a critical literature source due to its synergistic properties.
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Persons
Fatma Irem Konyalioglu is Assistant Professor at Izmir Democracy University, Faculty of Economics and Administrative Sciences, Department of Business Administration, Türkiye. She teaches undergraduate and graduate courses in innovation management, digital marketing, digital business management, brand management, and international marketing, among others. She received her PhD and MSc degrees from Istanbul University, School of Business. She has worked as a manager in the private sector for ten years before moving into the academic field. Her areas of specialization are marketing management, business administration, and psychology.
Fatih Sinan Esen is a senior computer scientist and part-time instructor at Ankara University, Türkiye. He holds a PhD in Business and an MBA, along with a background in computer engineering. He has extensive experience in data analysis, artificial intelligence, and marketing, making significant contributions to these fields through research and teaching. His professional network and online presence have established him as a thought leader in transformative technologies and their impacts on marketing and business.
Content
I. Contemporary Digital Trends and Marketing.- 1. Innovative Marketing Approaches In The Digital Era - The Transformation Of Businesses And Marketing Mix Strategies.- 2. The Role of Artificial Intelligence in The Modern Approach to Neuromarketing.- 3. Recommendation Systems: Marketing Applications, Benefits and Risks.- II. Contemporary Social Issues and Marketing.- 4. Accessible and Inclusive Marketing Practices.- 5. Marketing Phenomenon Driven By Corporate Social Responsibility and Sustainable Development.- 6. Influence of Sociological Factors on Marketing Trends.- III. Marketing and Economics.- 7. The Intersection of Behavioral Economics and Marketing.- 8. Green Fiscal Policies for Sustainable Green Markets.