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CONSUMER

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<DIV align=justify> 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. In this book, attention is focused on such prominent points. We hope that the book will bring a different perspective to both the literature and related sectors.

from a communication, marketing and advertising perspective

PREFACE

PREFACE

Frontmatter

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{"title":{"xml:lang":"en","content":"PREFACE"}}

CONTENTS

{"title":{"xml:lang":"en","content":"CONTENTS"}}

CHAPTER 1. BRAND ACTIVISM IN THE NEW MEDIA AGE: USA AND TURKEY SAMPLES

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 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 3. THE ROLE OF SOCIAL MEDIA ON TOURISM MARKETING

{"title":{"xml:lang":"en","content":"CHAPTER 3. THE ROLE OF SOCIAL MEDIA ON TOURISM MARKETING"}}

CHAPTER 4. ADVERTISING POSTERS AND COMMUNICATION THROUGH METAPHORS

CHAPTER 4. ADVERTISING POSTERS AND COMMUNICATION THROUGH METAPHORS

CHAPTER 5. CURRENT TRENDS IN INTEGRATED MARKETING COMMUNICATION

CHAPTER 5. CURRENT TRENDS IN INTEGRATED MARKETING COMMUNICATION

CHAPTER 6. THE ROLE OF SMART PACKAGING IN COMMUNICATING WITH THE CONSUMER

CHAPTER 6. THE ROLE OF SMART PACKAGING IN COMMUNICATING WITH THE CONSUMER

Sefer Darıcı PhD Sivas Cumhuriyet University <A href="mailto:sdarici@cumhuriyet.edu.tr">sdarici@cumhuriyet.edu.tr</A>

Sefer Darıcı PhD Sivas Cumhuriyet University <A href="mailto:sdarici@cumhuriyet.edu.tr">sdarici@cumhuriyet.edu.tr</A>

 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.

 This book contains different perspectives on the consumer from communication, marketing, and advertising perspective. The chapters, each...

PREFACE

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