The organizational structure of advertising agencies and new directions

Basit Öğe Kaydı
dc.contributor.authorGürel P.A.
dc.contributor.authorFirlar T.
dc.contributor.authorFirlar N.
dc.date.accessioned2024-03-13T10:01:16Z
dc.date.available2024-03-13T10:01:16Z
dc.date.issued2017
dc.departmentİstanbul Beykent Üniversitesien_US
dc.description.abstractThe acceleration of globalization caused transformations in the area of communication, as in manyother areas, and innovations brought about by information technologies have diversified operationmethods and management, as well as organizational understandings of business companies within theglobal competition environment. Evolving towards post-modern structuring, companies have gravitatedto customer-oriented business management strategies, where companies see their customers and marketenvironment from different angles while conducting their advertising activities. The mass marketing sense, which was effective for a long period of time, was gradually alienated, and particularly with the intenseutilization of social media and digital environments, the understanding of personal marketing (whichmore quickly connects products with their target audiences) was adopted in order to influence customers, who now have a multitude of choices. This chapter focuses on introducing the new organizationalstructures of advertising agencies in the social media age. © 2017, IGI Global. All rights reserved.en_US
dc.identifier.doi10.4018/978-1-5225-1793-1.ch082
dc.identifier.endpage1793en_US
dc.identifier.isbn9781522517948
dc.identifier.isbn1522517936
dc.identifier.isbn9781522517931
dc.identifier.scopus2-s2.0-85018556921en_US
dc.identifier.scopusqualityN/Aen_US
dc.identifier.startpage1779en_US
dc.identifier.urihttps://doi.org/10.4018/978-1-5225-1793-1.ch082
dc.identifier.urihttps://hdl.handle.net/20.500.12662/3099
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherIGI Globalen_US
dc.relation.ispartofAdvertising and Branding: Concepts, Methodologies, Tools, and Applicationsen_US
dc.relation.publicationcategoryKitap Bölümü - Uluslararasıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.titleThe organizational structure of advertising agencies and new directionsen_US
dc.typeBook Chapteren_US

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