Yazar "Ferman, Ali Murat" seçeneğine göre listele

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    AN EVALUATION MODEL BASED ON SUSTAINABLE DEVELOPMENT FOR THE ISTANBUL SHOPPING CENTER MARKET
    (Altınbaş Üniversitesi, 2019) Ferman, Ali Murat; İlhan, Dursun Onur
    Abstract Istanbul shopping center market is currently facing considerable internal and external socioeconomic challenges. After the recent shopping center investment rush, problems (not only in the commercial sphere, but also in social and environmental spheres) have become more visible. In this study, an evaluative multi factor model for the Istanbul market that is based on the principles of “sustainable development” has been put forward. After the identification of the three major pillars (i.e. Commercial, Social and Environmental Pillars), what they mean for the shopping center business and their industry-related sub-factors (three for each pillar, nine in total) through literature review, valuable primary data has been gathered from two sources. First source is the face-to-face surveys based on the analytical hierarchy process model (AHP) conducted with the top decision-makers of twenty-one out of twenty-five members of the Council of Shopping Centers – Turkey (AYD) which have at least one self-developed Istanbul shopping center. The pre-determined pillars and subfactors have been offered to AYD participants for pair-wise comparison and they strongly prioritized the Commercial Pillar (with 58.1%) above Social and Environmental Pillars. In the light of this outcome, a second primary research layer in the form of an expert panel to re-think the commercial stance of AYD participants is conducted. Accordingly, structured face-to-face interviews that contained two open-ended questions are realized with three sustainability experts. Their insights are in line with the findings of the literature review. This has led to assigning ethical protection to the Social and Environmental Pillars of the model against the risks created by the commercial practices.
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    AN EXPLORATORY RESEARCH AMONG FASHION BUSINESS LEADERS AND NEUROMARKETING COMPANY EXECUTIVES ON THE PERCEPTION OF APPLIED NEUROMARKETING
    (PressAcademia, 2020) Kurtoglu, Ali Levent; Ferman, Ali Murat
    Purpose- In the last two decades neuromarketing is considered to be an evolutionary concept within marketing that makes use of neuroscientific tools in order to measure human related factors such as attributes, emotions, memory and perceptions which influence the consumer decision making. The application of neuromarketing to various industries brings up new opportunities as well as new challenges. This purpose of this exploratory study is to shed light upon neuromarketing literature and to investigate the perception of neuromarketing and fashion executives towards applied neuromarketing in global and Turkish fashion industry. Methodology- Following the up to date literature review about theoretical and applied neuromarketing, in-depth interviews with Turkish neuromarketing executives and fashion leaders are executed. Findings- The findings show that there are discrepancies and similarities between the usage of applied neuromarketing in the globe and Turkey. In-depth interview findings show that the perceptions of Turkish fashion executives about neuromarketing differ from previous literature and different priorities exist to apply neuromarketing in fashion. Conclusion- The findings are expected to help developing the collaboration of applied neuromarketing in fashion industry and support managerial decisions in marketing related resource allocations.
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    EFFECTS OF INDUSTRY 4.0 ON MARKETING STRATEGIES, AN APPLICATION ON TURKISH AUTOMOBILE INDUSTRY: A RESEARCH AMONG AUTO EXECUTIVES IN TURKEY
    (PressAcademia, 2020) Hasmet, Mehmet Korhan; Ferman, Ali Murat
    Purpose - The study investigates the effects of Industry 4.0 on automobile marketing strategy in Turkey. It attempts to show whether a significant relationship among Industry 4.0 and market growth and cost reduction of auto brands in Turkey via IoT (Internet of Things). Methodology – The study employed 37 automobile brands as sample from Turkey. 61 participants have responded the questionnaire. The research method utilized in the study was analyzed by sampling using the questionnaire as a data collection tool. Findings - First, supported a summary of Industry 4.0 and auto marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply. The usage rate of digital channels has increased positively in automobile marketing strategies. Third, the usage rate of one-to-one marketing has increased positively in automobile marketing. And, the number of dealerships has affected negatively such a way that transforming sales points to delivery points. It is understood that government policies and sales points have a significant effect on market size. Conclusion - The study contains valuable information and managerial implications for marketing professionals who want to implement different marketing strategies in the enlightening of Industry 4.0. First, supported a summary of Industry 4.0 and automobile marketing, it was found out the conception and behavior changes in several sorts of automobile brands, awakening stakeholders to the transforming forces that are reshaping their business and organization. Second, these quite reshaping organization changes marketing strategy deeply.
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    UYGULANABİLİR NÖROPAZARLAMANIN MODA ENDÜSTRİSİ VE NÖROPAZARLAMA LİDERLERİ ÜZERİNDEKİ ALGISI ÜZERİNE KEŞFEDİCİ BİR ARAŞTIRMA
    (PressAcademia, 2020) Kurtoglu, Ali Levent; Ferman, Ali Murat
    Amaç- Son yirmi yılda ortaya çıkan nöropazarlama, tüketicinin karar vermesini etkileyen nitelikler, duygular, hafıza ve algılar gibi insanla ilgili faktörleri ölçmek için nöro bilimsel araçlardan yararlanan evrimsel bir kavram olarak kabul edilmektedir. Nöropazarlamanın çeşitli sektörlere uygulanması, yeni fırsatlar ve yeni zorluklar getiriyor. Bu araştırma çalışmasının amacı, nöropazarlama literatürüne ışık tutmak ve nöropazarlama ve moda yöneticilerinin küresel ve Türk moda endüstrisinde uygulamalı nöropazarlamaya yönelik algısını incelemektir. Yöntem- Teorik ve uygulamalı nöropazarlama ile ilgili güncel literatür taramasının ardından, Türk nöropazarlama yöneticileri ve moda liderleri ile derinlemesine görüşmeler yapılmaktadır. Bulgular- Bulgular, dünya ve Türkiye'de uygulanan nöropazarlamanın kullanımı arasında farklılıklar ve benzerlikler olduğunu göstermektedir. Derinlemesine görüşme bulguları, Türk moda yöneticilerinin nöropazarlama hakkındaki algılarının önceki literatürden farklı olduğunu ve nöropazarlamayı modada uygulamak için farklı önceliklerin olduğunu göstermektedir. Sonuç- Bulguların, uygulamalı nöropazarlamanın moda endüstrisi ile işbirliğinin geliştirilmesine yardımcı olması ve pazarlama ile ilgili kaynak tahsisinde yönetimsel kararları desteklemesi beklenmektedir.