Changing conditions in the Turkish economy, including newly emerging spending and saving patterns, increasing competition, new legislative structure and a more liberal economic…
Abstract
Changing conditions in the Turkish economy, including newly emerging spending and saving patterns, increasing competition, new legislative structure and a more liberal economic policy, should necessitate a new banking strategy. A research study of the entire Turkish commercial banking industry, aimed at client executive officer level, reveals lack of customer orientation and bank differentiation. Awareness of these problems should lead to increasing interest in marketing principles.
Details
Keywords
Erdoğan Kumcu and Mehmet Karafakioğlu
Turkish banks are faced with an increasing but relatively over‐banked customer base, with changing savings and spending patterns, declining/slow‐growing markets, severely…
Abstract
Turkish banks are faced with an increasing but relatively over‐banked customer base, with changing savings and spending patterns, declining/slow‐growing markets, severely increasing costs, deregulation and serious competition. The bank's response has been sales‐oriented (traditionally promotion and branching) and the unco‐ordinated use of marketing mix tools has contributed to current problems. The adoption and implementation of a marketing philosophy aided by the new 1983 Banking Law which promises steady deregulation, restructuring of the banking industry, and the entrance of foreign banks to the domestic market, could help solve the short‐term, as well as the long‐term, problems.
Details
Keywords
The implementation of marketing among bank executives has been late and slow. In recent years, deregulation, and resultantly, a more competitive environment have motivated the…
Abstract
The implementation of marketing among bank executives has been late and slow. In recent years, deregulation, and resultantly, a more competitive environment have motivated the retail banking industry to be exceedingly market oriented and to implement marketing more thoroughly. This study explores the implementation of marketing by various sized Indiana banks and its relation with net income levels of banks after two succeeding deregulation waves. Implications of findings for both public policy makers and bank executives are discussed.
Details
Keywords
This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.
Abstract
Purpose
This paper aims to explore the personal and academic growth of A. Fuat Firat as one example of his academic life.
Originality/value
This is a more personal history, in addition to the 2014 academic history of A. Fuat Firat
Details
Keywords
The purpose of this paper is to trace the personal and intellectual evolution of the author via an autobiographic approach.
Abstract
Purpose
The purpose of this paper is to trace the personal and intellectual evolution of the author via an autobiographic approach.
Design/methodology/approach
Personal, reflective, interpretive, historical narrative.
Findings
For the author, the writing of this paper opened new and reflective windows on personal and intellectual evolution, and similar effects may happen with some of the readers.
Research limitations/implications
Some of the critical directions suggested herein could possibly inspire innovative critical marketing work.
Practical implications
There may be some insights on how to blend observations of the world at large with critical theories gleaned from the literature.
Social implications
The paper offers reflections of the unequal, unjust state of the world, and this could inspire others to seek innovative ameliorative pathways.
Originality/value
As an autobiographical narrative, this paper – by definition – is original and unique.
Details
Keywords
Essam Mahmoud and Gillian Rice
The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the…
Abstract
The importance of analytical techniques in international marketing is illustrated. An overview of related research is given. The question is asked, “Which way will research on the subject go in the future?”
Details
Keywords
The purpose of this paper is to explore the challenges that have faced and do now face marketing scholars through the lens of one scholar who entered the field in early 1970s and…
Abstract
Purpose
The purpose of this paper is to explore the challenges that have faced and do now face marketing scholars through the lens of one scholar who entered the field in early 1970s and who continues to observe the developments in the world and in the disciplines of marketing and consumer research.
Design/methodology/approach
Historical journey through the trials and tribulations of one scholar as well as the developments in marketing and consumer research as experienced from this scholar’s point of view. A story of how this one scholar’s ideas and impressions grew out of his experiences.
Findings
Challenges against introduction of new perspectives and ideas have existed in the disciplines of marketing and consumer research, and they continue to exist.
Research limitations/implications
This is only a personal history of experiences one scholar has had in the field.
Practical implications
For marketing and consumer research disciplines to positively contribute to humanity’s growth and search for meaning, how scholars in the field think of their disciplines, their relationship to ideologies and the purposes for their existence as scholars may need a radical change.
Social implications
Considering the challenges faced and possibility of alternative modes of scholarship and knowledge generation, as well as the recognition of the key positional advantage of marketing and consumer research scholars in contemporary culture for understanding the human condition, will help humanity’s quest for a world with greater peacefulness and harmony.
Originality/value
The paper presents a perspective of disciplinary history not often heard in the mainstream media of the two disciplines.
Details
Keywords
Zhiyi He and Xiaoyun Chen
This study investigates the structure of China’s market by examining the profiles of consumption values from a large scale national survey of 6250 respondents. The study…
Abstract
This study investigates the structure of China’s market by examining the profiles of consumption values from a large scale national survey of 6250 respondents. The study identifies four consumer segments that pursue distinct patterns of consumption values, including: purchase value, social status, performance and aesthetics, and “satisfi cing” needs. These distinct consumption value profiles help to provide a much needed understanding of China’s consumer market that complements existing studies on sociodemographic characteristics. These four distinct segments provide useful positioning and marketing implications for multinational firms operating in the China market.
Details
Keywords
In a very personal reflection, this paper aims to trace the academic trajectory of a female marketing academic in a very male-dominated discipline. It also highlights the struggle…
Abstract
Purpose
In a very personal reflection, this paper aims to trace the academic trajectory of a female marketing academic in a very male-dominated discipline. It also highlights the struggle balancing work and family, as well as protecting an immigrant identity in a foreign culture.
Design/methodology/approach
Given the period and unique conditions of the author’s academic journey, this highly personal retrospective account is based on recall of significant events that have shaped my singular experience. It attempts to capture the experience of an immigrant female novice navigating not only a foreign culture but also a very male-dominant discipline.
Findings
While times have changed and gender barriers are lower today, challenges remain. In addition, the set of choices faced by women with partners in the same discipline differ significantly and complicate the family-work balance decisions. There is no one set of path that can be followed.
Practical implications
While there is a professional cost to deviating from the mainstream, pursuing alternatives to the dominant topics is vital to advancing the health and relevance of the marketing discipline. The relationships between marketing and development have been an important topic for me; however, these macromarketing topics continue to be neglected. Given the current socio-economic-political conditions globally, perhaps future marketing scholars will devote greater attention to these topics.
Originality/value
This is purely the author’s personal reflection of a journey that began accidentally. It also occurred in the 1970s when women were rare in the business world, particularly business academia. It offers a retrospective comparison to male peers who, aside from their individual talents and history (Belk, 2017; Firat, 2014; Holbrook, 2017), were achieving their professional goals at a similar period. It also provides some historical context that can be compared to experiences of other female pioneers in marketing academia and marketing practice (Bolton, 2017; Tadajewski and Maclaran, 2013; Zeithaml, 2017).