Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarl... more Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarlamanin firma icindeki konumunu ve onemini kaybetmesine sebep olmaktadir ve bundan dolayi son yillarda pazarlama fonksiyonu, pazarlama performansini degerlendirme ve finansal olarak olculebilir olma konusunda artan bir baski altindadir. Bu baglamda pazarlama performansinin olcumu icin uygun olcum araclarinin neler oldugu hem uygulamacilar hem de akademisyenler tarafindan tartisilmaya baslanmistir. Bu calismanin amaci, firmalarda pazarlama performansinin olculmesinde ve degerlendirilmesinde kullanilan olcutlerin (metriklerin) neler oldugu, pazarlama performans degerlendirmede bunlara hangi siklikla basvuruldugu ve bu olcum araclarina verilen onem ile ilgili literaturu arastirmaktir. Bunun yanisira pazarlama performans olcum araclarina ilginin artmasinin sebepleri ile performans olcumunde karsilasilan zorluklari ve yoneltilen elestirileri ortaya koymaktir. Ayrica, calismanin sonunda uygulam...
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals’ use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using...
The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animo... more The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animosity toward France and consumers' product judgment about and willingness to buy French products. Hypotheses are tested through structural equation modeling with data gained from a field survey of a sample of 815 consumers including students studying in Turkey and their families. Path analyzes results reveal that ethnocentrism is negatively related with product judgement, but consumers' animosity does not have a remarkable effect on product judgment. Product judgement is positively related with willingness to buy French products. On the other hand, ethnocentrism and consumers' historical animosity are negatively
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe... more Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms' financial performance. The hypothesized relationships between dimensions of entrepreneurial marketing and financial performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness and innovativeness dimensions of entrepreneurial marketing are positively related with financial performance. Finally, the limitations of the study and the suggestions for future research will be presented.
This research studied the emotional intelligence levels of university students in the context of ... more This research studied the emotional intelligence levels of university students in the context of emotional intelligence extents; the difference in terms of demographic qualities of students and the majors they study and the relationship between emotional intelligence of students and their academic achievements. For this purpose, a questionnaire was filled in by students studying at five different faculties of Çanakkale Onsekiz Mart University. The results of the research revealed that there is not any significant difference in the relationship ...
ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have bee... more ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have been the focus of scholarly research and practitioners' attention in marketing and both researchers and practitioners argue that the marketing department's reputation has been besmirched in recent years. This study makes an initial attempt to empirically investigate antecedents and consequences of the marketing department's reputation within the firm. We put forward the notion that the marketing department's reputation is a key factor in the junction of the departmental influence and power-oriented research streams. The results indicate that the customer connection capability, accountability and status of the marketing department are positively related to its reputation in the firm. Conversely, the variable of the resources controlled by marketing is negatively associated with the department's reputation. The results further show that a reputable marketing department is associated with improved market performance regardless of the generic strategy pursued by the firm. Development of departmental capabilities is vital for marketing to be a respected department in the organization. Marketers also have to build favorable perceptions on and beyond their capabilities within the firm and upper echelons.
Journal of Business Economics and Management, 2013
This study explores which metrics are considered important in measuring marketing performance in ... more This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.
Route Educational and Social Science Journal, 2017
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals' use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using social media effectively are; lack of professional personnel specialized in social media, lack of time, lack of funding (smartphones, computers etc.), and fear of being misunderstood. Although most of the NGOs don't fully benefited from use of it, they considered themself sufficient with current use. Nevertheless most of them plan to find a professional or volunteer expert in the next few years to organize their social media activities.
Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarl... more Pazarlama yoneticilerinin firma performansina yaptiklari katkiyi olcmedeki yetersizlikleri pazarlamanin firma icindeki konumunu ve onemini kaybetmesine sebep olmaktadir ve bundan dolayi son yillarda pazarlama fonksiyonu, pazarlama performansini degerlendirme ve finansal olarak olculebilir olma konusunda artan bir baski altindadir. Bu baglamda pazarlama performansinin olcumu icin uygun olcum araclarinin neler oldugu hem uygulamacilar hem de akademisyenler tarafindan tartisilmaya baslanmistir. Bu calismanin amaci, firmalarda pazarlama performansinin olculmesinde ve degerlendirilmesinde kullanilan olcutlerin (metriklerin) neler oldugu, pazarlama performans degerlendirmede bunlara hangi siklikla basvuruldugu ve bu olcum araclarina verilen onem ile ilgili literaturu arastirmaktir. Bunun yanisira pazarlama performans olcum araclarina ilginin artmasinin sebepleri ile performans olcumunde karsilasilan zorluklari ve yoneltilen elestirileri ortaya koymaktir. Ayrica, calismanin sonunda uygulam...
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals’ use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using...
The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animo... more The aim of the study is to explore the effects of Turkish consumers' ethno-centrism and animosity toward France and consumers' product judgment about and willingness to buy French products. Hypotheses are tested through structural equation modeling with data gained from a field survey of a sample of 815 consumers including students studying in Turkey and their families. Path analyzes results reveal that ethnocentrism is negatively related with product judgement, but consumers' animosity does not have a remarkable effect on product judgment. Product judgement is positively related with willingness to buy French products. On the other hand, ethnocentrism and consumers' historical animosity are negatively
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe... more Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms' financial performance. The hypothesized relationships between dimensions of entrepreneurial marketing and financial performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness and innovativeness dimensions of entrepreneurial marketing are positively related with financial performance. Finally, the limitations of the study and the suggestions for future research will be presented.
This research studied the emotional intelligence levels of university students in the context of ... more This research studied the emotional intelligence levels of university students in the context of emotional intelligence extents; the difference in terms of demographic qualities of students and the majors they study and the relationship between emotional intelligence of students and their academic achievements. For this purpose, a questionnaire was filled in by students studying at five different faculties of Çanakkale Onsekiz Mart University. The results of the research revealed that there is not any significant difference in the relationship ...
ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have bee... more ABSTRACT The role, effectiveness and credibility of the marketing function within a firm have been the focus of scholarly research and practitioners' attention in marketing and both researchers and practitioners argue that the marketing department's reputation has been besmirched in recent years. This study makes an initial attempt to empirically investigate antecedents and consequences of the marketing department's reputation within the firm. We put forward the notion that the marketing department's reputation is a key factor in the junction of the departmental influence and power-oriented research streams. The results indicate that the customer connection capability, accountability and status of the marketing department are positively related to its reputation in the firm. Conversely, the variable of the resources controlled by marketing is negatively associated with the department's reputation. The results further show that a reputable marketing department is associated with improved market performance regardless of the generic strategy pursued by the firm. Development of departmental capabilities is vital for marketing to be a respected department in the organization. Marketers also have to build favorable perceptions on and beyond their capabilities within the firm and upper echelons.
Journal of Business Economics and Management, 2013
This study explores which metrics are considered important in measuring marketing performance in ... more This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers’ attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.
Route Educational and Social Science Journal, 2017
Use of social media platforms in Turkey has increased promptly in recent years. Although prior re... more Use of social media platforms in Turkey has increased promptly in recent years. Although prior research has intensively scrutinized individuals' use of social media, there is a body of research focusing on the use of social media platforms by NGOs. The aim of the study is to fill the gap by shed light on use of social media by NGOs in Turkey. To this end, data from interviews with key informants in NGOs such as managers, employees or volunteers managing social media activities in the city of Çanakkale are analyzed. Through this analysis, questions such as in which extent they use the potential of social media, the impact of using social media on their activities and performance, and barriers prohibiting their use of social media are answered. Analysis shows that most of the NGOs use social media for sharing information regarding events, celebrations of important days and legislations that have an impact on their target audience. The most important barriers preventing NGOs from using social media effectively are; lack of professional personnel specialized in social media, lack of time, lack of funding (smartphones, computers etc.), and fear of being misunderstood. Although most of the NGOs don't fully benefited from use of it, they considered themself sufficient with current use. Nevertheless most of them plan to find a professional or volunteer expert in the next few years to organize their social media activities.
Scholars and business executives have become increasingly interested in the concept of an organiz... more Scholars and business executives have become increasingly interested in the concept of an organizational service orientation. Service excellence is a strategic priority and that service significantly affects the creation of superior value, customer satisfaction, competitive advantage, growth, and profitability. The aim of the study is to explore relationships between organizational service orientation, job satisfaction, customer satisfaction and financial performance in banking industry in Turkey. Hypotheses are developed in due course. Next, hypotheses are tested with data collected from a sample of 745 branch managers and employees of banks operating in Turkey. Using structural equation modelling (SEM), results reveal that service orientation is significantly related to job satisfaction, which in turn impacts customer satisfaction, ultimately leading to higher financial performance. Beside service orientation is directly related to customer satisfaction and also to financial performance. At the end, the research findings are discussed and also managerial implications and future research opportunities are presented.
Compulsive buying behaviour which is generally thought to be an uncontrollable chronic tendency t... more Compulsive buying behaviour which is generally thought to be an uncontrollable chronic tendency to buy beyond someone's needs or financial limits out of control is a new shopping phenomenon from which millions of consumers and even countries have been suffering due to its awful consequences. In such a consumer society, it becomes one of the “new normal consumer behaviour” even though it has been classified as “abnormal consumer behaviour”. Further, college students represent a profitable market and also identifying their compulsive buying tendencies through their materialistic and hedonic values, found as two of the most important determinants for compulsive buying is crucial for estimating future shopping behaviours. This study investigates the compulsive buying tendencies through materialistic and hedonic values among college students in Turkey. Data were collected from 861 students enrolled in different universities in Turkey. The hypotheses were tested using structural equation modelling, and significant direct effects of both materialism and hedonism on compulsive buying are found. Finally, the limitations of the study and the suggestions for future research will be presented.
The aim of the study is to explore the effects of Turkish consumers' ethnocentrism and animosity ... more The aim of the study is to explore the effects of Turkish consumers' ethnocentrism and animosity toward France and consumers' product judgment about and willingness to buy French products. Hypotheses are tested through structural equation modeling with data gained from a field survey of a sample of 815 consumers including students studying in Turkey and their families. Path analyzes results reveal that ethnocentrism is negatively related with product judgement, but consumers’ animosity does not have a remarkable effect on product judgment. Product judgement is positively related with willingness to buy French products. On the other hand, ethnocentrism and consumers’ historical animosity are negatively related with willingness to buy products originating from France, but consumers’ economical animosity does not have a significant effect on willingness to buy. At the end, the research findings are discussed and also managerial implications and future research opportunities are presented.
Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe... more Merging two formerly distinct disciplines, the term entrepreneurial marketing is used to describe the marketing processes of firms pursuing opportunities in uncertain market circumstances, often under constrained resource conditions. The aim of the study is to identify the effect of entrepreneurial marketing on firms’ innovative performance. The hypothesized relationships between dimensions of entrepreneurial marketing and innovative performance are tested with data collected through structured questionnaires administered face-to-face to managers of 560 SMEs in the Turkish manufacturing industry. Analyses results revealed that proactiveness, innovativeness, customer intensity, resource leveraging dimensions of entrepreneurial marketing are positively related with innovative performance. Finally, the limitations of the study and the suggestions for future research will be presented.
Bu çalışmanın amacı, firmadaki beş temel departmanın (pazarlama, satış, Ar-Ge, üretim ve finans),... more Bu çalışmanın amacı, firmadaki beş temel departmanın (pazarlama, satış, Ar-Ge, üretim ve finans), pazarlamaya ilişkin kararlar üzerinde, ne derece etkisi olduğunu araştırmaktır. Her bir departmanın bu kararlar üzerindeki etki düzeyleri belirlenerek, departmanlar arası karşılaştırma yapılmakta ve her bir departmanın etkisinin firma performansı ile ilişkisi araştırılmaktadır. Bunun yanı sıra, kararlardaki etkinin departmanlar arasında dağılmasının firma performansı üzerindeki etkisi araştırılmaktadır. Bu amaca yönelik olarak, Türkiye’de faaliyet gösteren 220 üretim firmasından, yapılandırılmış anket aracılığıyla toplanan veriler analiz edilmiştir. Analiz sonucunda, firmadaki pazarlamaya ilişkin kararlar üzerinde pazarlama ve satış departmanlarının oldukça etkili olduğu görülmektedir. Pazarlamanın, en çok etkili olduğu kararlar reklam ve en az etkili olduğu kararlar da ürün geliştirme kararlarıdır. Pazarlama ve satış departmanlarının kararlar üzerinde etkisi arttıkça firma performansının düştüğü, diğer departmanlarının etkisinin performans üzerinde bir etkiye sahip olmadığı bulgusuna ulaşılmıştır. Kararlar üzerindeki etkinin departmanlar arasında dağılması ile performans arasında da bir ilişkiye rastlanmamıştır. Çalışmanın sonunda uygulamacılar ve gelecek çalışmalar için önerilere yer verilmektedir.
Marketing’s inability to measure its contribution to firm performance leads to losing its status ... more Marketing’s inability to measure its contribution to firm performance leads to losing its status in the firm, and therefore recently marketing function is under increasing pressure to evaluate its performance and be accountable. In this context, determining appropriate metrics to measure marketing performance is discussed by both marketing practitioners and scholars. The aim of this study is to explore i) which metrics are considered as important to measure marketing performance in Turkish firms, ii) effects of sectoral differences and market dynamism on metric selection and iii) relationship between importance attached to metrics and firm performance. Empirical evidence from a sample of 145 Turkish firms reveals that the most importance is attached to customers’ attitudes metrics such as customer satisfaction, perceived quality. Economic value added and customer lifetime value are the least important metrics in performance evaluation. There is significant relationship between importance attached to metrics and firm’s customer performance, but no relationship between metrics and firm’s financial performance.
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