| Yazarlar (2) |
Mehmet Şükrü Akdoğan
Erciyes Üniversitesi, Türkiye |
Doç. Dr. Başar ALTUNTAŞ
Kırşehir Ahi Evran Üniversitesi, Türkiye |
| Özet |
| Growing rivalry has increased the tendency of firms to use messages to persuade consumers, more intensively. However, as the consumer is exposed to more messages every day, this has resulted in insensitivity on the part of customers towards commercial messages. Traditional marketing communication has failed to solve this problem. New models and strategies are needed. Under these conditions a new strategy, covert marketing has emerged. In this strategy, commercial messages are transmitted to consumers using unexpected times and styles so that they are not even aware of it. This may be a solution to the problem of communication with the consumer. |
| Anahtar Kelimeler |
| Bildiri Türü | Tebliğ/Bildiri |
| Bildiri Alt Türü | Özet Metin Olarak Yayınlanan Tebliğ (Uluslararası Kongre/Sempozyum) |
| Bildiri Niteliği | Alanında Hakemli Uluslararası Kongre/Sempozyum |
| Bildiri Dili | İngilizce |
| Kongre Adı | V. European Conference on Social and Behavioral Sciences |
| Kongre Tarihi | 11-09-2014 / 14-09-2014 |
| Basıldığı Ülke | Rusya Federasyonu |
| Basıldığı Şehir | St. Petersburg |
| Atıf Sayıları |
