Prelims

Half Title Page

DEBATES IN MARKETING ORIENTATION

Title Page

DEBATES IN MARKETING ORIENTATION

BY

BILGEHAN BOZKURT

Istanbul Arel University, Turkey

United Kingdom – North America – Japan – India – Malaysia – China

Copyright Page

Emerald Publishing Limited

Howard House, Wagon Lane, Bingley BD16 1WA, UK

First edition 2019

Copyright © 2019 Emerald Publishing Limited

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British Library Cataloguing in Publication Data

A catalogue record for this book is available from the British Library

ISBN: 978-1-78769-836-9 (Print)

ISBN: 978-1-78769-833-8 (Online)

ISBN: 978-1-78769-835-2 (Epub)

Dedication

I learned about science from my father.

I learned about arts from my mother.

So, here we are!

About the Author

Bilgehan Bozkurt is an Assistant Professor of Marketing at Istanbul Arel University. He worked at a couple of universities and at a customer-oriented organization in Istanbul, Turkey. He taught marketing management, international business, innovation-oriented entrepreneurship, business research and operations. His professional work includes customer-oriented project management (business process re-engineering, customer relationship management and e-business), research and development, business analysis and software development.

Acknowledgments

This is a huge step for me,

a small step for humanity,

and a significant contribution to marketing.

So, thank you again for all you have taught.

Can Erdem (Yeditepe University)

Ercan Gegez (Altinbas University)

Neva Hatiboglu (Yeditepe University)

Rauf Nisel (Piri Reis University)

Selime Sezgin (Istanbul Bilgi University)

Sukran Atadeniz (The University of St. Thomas Houston)

Tuncay Kocamaz (Istanbul Yeni Yuzyıl University)

Zeynep Bilgin Wuehrer (Johannes Kepler University)

and Philip Kotler for his very kind and motivating words about the contents of this book. His work not only contributes to marketing but constructs what marketing is and what it should be. Now, I have more responsibilities.

With special thanks to Emerald Publishing for their dedication to research and believing in me.