Contemporary Issues in Strategic Marketing

This book is thought to be valued and appreciated by both academia and practitioners. Aiming to present the development of new trends, tools, and concepts in the global marketing area, this book has world-wide contributors, consisting of 11 different respected authors from 4 different countries, which are Turkey, the United States of America, Australia and Kyrgyzstan. We attached particular importance to the inclusion of a diverse collection of expert ideas and perspectives from around the world, while also allowing for the subject area to be wide. The book is organized into 9 chapters. It covers many facets in an attempt to understand the most popular current trends for areas of marketing strategy development. It provides insights both for academia and also for marketing managers and/or for entrepreneurs in terms of discussions into different aspects of marketing strategy development, addressing mainly the following contemporary issues in a single and/or a diverse collection of markets. The book includes a chapter on Brand Management Strategies and Challenges, which is crucial for contemporary markets. Advantages and disadvantages of various branding strategies, traditional vs. digital media and their importance for branding and the future of branding are topics which are widely discussed in this chapter. Another chapter is the review on the then and now of Customer Management: From Past to the Future. Components and applications of customer relationship management in different sectors, new technologies affecting customer relationship management, big data as a source of information, and new formats of customer relationship management are discussed in this chapter. Entrepreneurial Marketing is the emphasis of another chapter, as we see lots of new businesses and new business areas today. Attributes of entrepreneurial marketing, the importance of gathering customer insights, and acquiring market information x are some of the topics discussed in that chapter.