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CONSUMER
from a communication, marketing and advertising perspective
This book contains different perspectives on the consumer from communication, marketing, and advertising perspective. The chapters, each of which is prepared by academicians who are experts in their fields, touch upon the most prominent issues regarding the consumer today.Each section sheds light on a different point in its field regarding the consumer. It is known that consumption patterns and consumer behaviors have undergone great changes today. The challenges, opportunities, and changes brought about by this change are among the most discussed topics in the literature.
Frontmatter
PREFACE
CONTENTS
CHAPTER 1. BRAND ACTIVISM IN THE NEW MEDIA AGE: USA AND TURKEY SAMPLES
CHAPTER 2. SERVICE FAILURE AND SERVICE RECOVERY IN THE CONTEXT OF CUSTOMER RELATIONS AND COMMUNICATION
CHAPTER 3. THE ROLE OF SOCIAL MEDIA ON TOURISM MARKETING
CHAPTER 4. ADVERTISING POSTERS AND COMMUNICATION THROUGH METAPHORS
CHAPTER 5. CURRENT TRENDS IN INTEGRATED MARKETING COMMUNICATION
CHAPTER 6. THE ROLE OF SMART PACKAGING IN COMMUNICATING WITH THE CONSUMER
Frontmatter
PREFACE
CONTENTS
CHAPTER 1. BRAND ACTIVISM IN THE NEW MEDIA AGE: USA AND TURKEY SAMPLES
CHAPTER 2. SERVICE FAILURE AND SERVICE RECOVERY IN THE CONTEXT OF CUSTOMER RELATIONS AND COMMUNICATION
CHAPTER 3. THE ROLE OF SOCIAL MEDIA ON TOURISM MARKETING
CHAPTER 4. ADVERTISING POSTERS AND COMMUNICATION THROUGH METAPHORS
CHAPTER 5. CURRENT TRENDS IN INTEGRATED MARKETING COMMUNICATION
CHAPTER 6. THE ROLE OF SMART PACKAGING IN COMMUNICATING WITH THE CONSUMER