From Theory To Practice in the World of Marketing — Kolektif

Baran Arslan Volkan Yakın Hasan Göğce Ebru Tanrıkulu Bülent Özsaçmacı Tolga Dursun Neslihan Tancı Yıldırım Sabahat Deniz Seda Kaleözü E Ozan Aksöz This book titled From Theory to Practice in the World of Marketing is an original work written within a multidimensional framework that spans from the theoretical foundations of the marketing discipline to contemporary applications The book positions marketing not only as an economic field of activity but also as a social science field that must be examined in terms of its psychological sociological and technological dimensions In this perspective the work offers a comprehensive view by addressing the theoretical debates in marketing from past to present along with digitalization and transformations in consumer behavior