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Marketing Management in Digital Marketing and Consumer Behaviour Context

Marketing Management in Digital Marketing and Consumer Behaviour Context
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Author(s): Fatih Pinarbasi (Istanbul Medipol University, Turkey)
Copyright: 2019
Pages: 16
Source title: Handbook of Research on Managerial Thinking in Global Business Economics
Source Author(s)/Editor(s): Hasan Dinçer (Istanbul Medipol University, Turkey) and Serhat Yüksel (Istanbul Medipol University, Turkey)
DOI: 10.4018/978-1-5225-7180-3.ch019


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Managerial thinking in marketing management requires holistic perspective for understanding and interpreting issues and trends in marketing environment. Technology plays a key role in business related issues and the effects of it can be seen in digital marketing concept. On the other hand, consumer behavior is always popular because of the nature of concept. In today's world consumer-brand relationship can be consumer-driven or brand-driven. So, this combination creates a dual structure which can help for a holistic perspective. The aim of this chapter is examining marketing management in two perspectives: digital marketing and consumer behavior. Literature review is used in this study to examine current literature in three different contexts. These contexts refer to specific areas in marketing management and they address two perspectives used in this study. All contexts have descriptive information and selected studies. This study highlights main topics in the contexts and provides a holistic perspective for marketing management.

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