Esra Demirbas

• PhD
• Professor (Associate) at Istanbul Yeni Yüzyıl University

1 Esra Demirbaş GİRİŞ "Pazarlama bir bilim dalı mıdır?" sorusu yıllardır tartışılagelmekle birlikte, pazarlama araştırmalarını yürütebilmek ve pazarlama vakalarını açıklığa kavuşturabilmek için, çeşitli bilimsel modeller ve yöntemler pazarlamada etkin olarak kullanılmaktadır. Çağdaş pazarlamanın en güçlü isimlerinden Hunt (2010), geleneksel olarak,...

During the pandemic, healthcare services have become more important than ever. The strategic composition of the marketing mix for healthcare services has become critical and the strategic management and the usage of both health staff and medical resources have become vital for the health sector. The marketing mix of services differentiates due to t...

The rapid and continuous worldwide technological developments have created significant changes and developments in all sectors, especially in the service sector, since the last quarter of the twentieth century. As a result of these developments, which also affected Türkiye, profound changes were observed in the marketing of financial services and b...

The environmental awareness movement that started towards the end of the twentieth century has continued expanding. Recycling, or reusing waste materials as raw materials in manufacturing with varied methods, is an essential subject for today's society and the business world. Operating eco-friendly is the primary concern of green, social, and susta...

Purpose –Considering the increasing usage of social media channels in Türkiye, this study aimed to contribute to the literature and guide marketing people about factors influencing Turkish customers’ attitudes and behavior towards social media advertising to increase the efficiency of advertisements. Furthermore, the mediating effect of attitudes b...

Digital marketing management is broadly discussed in this study with the consideration of the effects of digital transformation on marketing, the history of digital marketing, digital marketing steps, and digital marketing planning including the SOSTAC planning system and RACE framework. Digital marketing activities consisting of SEO, getting an ex...

Successive developments in information technologies have brought important developments in the business world, one of which is e-commerce. Undoubtedly, consumers' continuous adoption of online shopping, which has been specially accelerated as the result of the pandemic, is not likely to end or reduce after the Covid-19 passes, increasing volume and...

Successive developments in information technologies have brought important developments in the business world, one of which is e-commerce. Undoubtedly, consumers’ continuous adoption of online shopping, which has been specially accelerated as a result of the pandemic, is not likely to end or reduce after the Covid-19 passes, increasing volume and t...

Atıf/Citation (APA6): Demirbaş, E. (2022). Anadolu'da tarih öncesi dönemdeki sosyoekonomik faaliyetlerin pazarlama tarihi açısından önemi. Ömer Halisdemir Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi, 15(4), 783-800. http://doi. Öz Pazarlama ile ilgili geçmiş çalışmalar, "pazarlama tarihi ve pazarlama düşünce tarihi üzerinde yoğunlaşmı...

İtalya’da 17. yüzyılda ilk uygulama örnekleri görülen Hayat Sigortacılığı, 20.yüzyılın sonlarına doğru Türkiye’ye gelmiştir. Ülkemizde uygulanmaya başlanmasıyla birlikte, hayat sigortası poliçelerinin pazarlanması, hizmet pazarlaması için 1990’ların başında oldukça güncel bir konu olmuştur. Bahsi geçen yıllarda tüketicilerin hayat sigorta poliçesi...

Anadolu çağlar boyunca Asya ve Avrupa kıtaları arasında köprü vazifesi görmüştür. Yarım milyon yıldan daha uzun süren Buzul Çağı’nın sona ermesiyle birlikte; Anadolu’da yaşayan insanların, 15-20 kişilik küçük gruplar halinde avcılık ve toplayıcılıkla yaşamlarını sürdürdükleri, günlük fiziksel ve güvenlik ihtiyaçlarını karşılayabilme ve hayatta kala...

Different schools and approaches have appeared in marketing management since the beginning of the twentieth century due to customers' attitudes, needs, expectations, and market conditions. Emerging schools generally included some features of the previous theories. Following the emergence of services marketing as a sub-discipline, some scholars beli...

Successive developments in information technologies have brought important developments in the business world, one of which is e-commerce. Undoubtedly, consumers’ continuous adoption of online shopping, which has been specially accelerated as the result of the pandemic, is not likely to end or reduce after the Covid-19 passes, increasing volume and...

Gıda ve beslenme insan ihtiyaçlarının en temelidir. Ülkeler, nüfuslarının yeterli beslenebilmesi konusunda politikalar uygulamaktadır. Artan nüfus ve buna bağlı artan gıda gereksinimi nedeniyle, tarım üretimini artırma çabaları gündeme gelmiştir. Bu da, kimyasal ürünlerin kullanımını arttırmış ve çevre kirliliğine (özellikle toprak kirliliği) yo...

This paper examines the role of feedback on internal customers' psychological capital. The purposive sampling method is used for this study. 307 employees are reached during the survey. The criteria of respondents were to work in medium and large-sized companies as we assumed that in small-sized companies' employees are working more one-to-one with...

It is a conference paper that we presented the results of the empirical study on The Role of Personality Traits in Retirement Savings Behavior.SEM was applied as the analysis technique.

A part of our empirical research trying to develop a new scale in or to measurehip consumer citizenship

Corporate Social Responsibility (CSR) is a concept that has been evolving since the beginning of the second half of the twentieth century. Despite, some CSR issues that emerged at the beginning of that century, the real and increasing interest started in the second half. Different statements and arguments have contributed CSR as a managerial and st...

WOM is an informal communication way occurring between consumers about a product, a service, or an organization in order to pass their opinion, mostly their delight or dissatisfaction through other people. Customers of some special categories of products and especially services feel obligatory to apply WOM to be wised during the pre-purchase period...

This is a chapter that explains different scientific philosophy approaches and their contribution to marketing research.

All countries implement agricultural policies for adequate nutrition of their population. Based upon the increasing population and accordingly increasing food needs, the use of chemical fertilizers rose to improve agricultural produc-tion, which caused environmental pollution. In recent years, countries considered sustainable agriculture to protect...

Bilim Felsefesi kuramlarından ,Pozitivizm ve Yorumculuk Kuramlarının , Pazarlama Araştırma Yöntemlerine Etkileri ve Kalitatif Tekniklerin Gelişimiyle ilgilidir.

Corporate Social Responsibility

This paper examines the effect of job tenure on psychological capital (PSYCAP) of internal customers. The aim is to point out the importance of job tenure and reveal its relation with the subdimensions of psychological capital. In order to have positive organizational behavior in the workplace, the previous studies showed that to create a higher le...

The purpose of this paper is to understand the dimensions of the Consumer Citizenship which is relatively new concept in the literature and to measure this concept by trying to develop a new scale

TÜİK 2014 verilerine göre, Türkiye nüfusunun %.16.6’sını 15-24 yaş arası bireyler teşkil etmektedir. Bu genç nüfus, ülke ekonomisi açısından önemli bir potansiyel oluşturmaktadır. Bu sebeple de bu genç nüfusun organik tarımla ilgili farkındalığını ve tercihlerini tespit etmek amacıyla, üniversite gençliği arasında bir saha çalışması gerçekleştirilm...