Yazar "Akpinar, Habib Mehmet" seçeneğine göre listele

Listeleniyor 1 - 2 / 2
  • [ X ]
    Öğe
    E-Trading decision making: An integrated digital marketing approach with theory and cases
    (IGI Global, 2019) Pinarbaşi, Fatih; Akpinar, Habib Mehmet
    Electronic trade has a key role for today's companies with help of technology affecting marketing environment. The emergence of the Internet has led to huge changes in both the production and strategy channels and the consumer's purchasing process. Previous studies from different contexts examine electronic trade focusing on different aspects on concept. An integrative approach combining theory with cases can help to a better understanding of electronic trade and competitive markets. This study aims to examine electronic trading decision making with digital marketing approach. The study identifies a three-step marketing plan for competitive advantage about electronic trading. First step includes identifying standards, seasonalities, and anomalies related to market. Second step continues with further evaluation of market environment by including sentiment analysis and network analysis cases. Third step goes further with predicting cases by focusing on future. The study also contains solutions and recommendations, future research directions, and conclusion sections. © 2020, IGI Global.
  • [ X ]
    Öğe
    Transformation of marketing with technology: Case approach for artificial intelligence
    (IGI Global, 2019) Pinarbasi, Fatih; Akpinar, Habib Mehmet
    Marketing lives as a living organism with its competitive environment and several internal conditions. Marketing functions should adapt to the world they are bound to and develop their activities by taking into account the changes and developments in micro and macro factors. With the increase in technology and the spread of social media, transformation in marketing has become inevitable. Advances in business applications have better results about understanding customer and markets. As previous studies examine artificial intelligence concept with different contexts, there is lack of integrated study which examine marketing and artificial intelligence together. This study proposes three-steps plan for implementing AI with marketing while it includes nine scenarios from different marketing goals. Study also has suggestions for implementing AI methodologies into business processes. © 2020, IGI Global. All rights reserved.