From Theory To Practice in the World of Marketing

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.