IMC practices in Turkish pension funds market

Cansel A., Kaya A. K.

IKTISAT ISLETME VE FINANS, cilt.26, sa.300, ss.45-66, 2011 (SSCI) identifier

  • Yayın Türü: Makale / Tam Makale
  • Cilt numarası: 26 Sayı: 300
  • Basım Tarihi: 2011
  • Doi Numarası: 10.3848/iif.2011.300.2876
  • Dergi Adı: IKTISAT ISLETME VE FINANS
  • Derginin Tarandığı İndeksler: Social Sciences Citation Index (SSCI)
  • Sayfa Sayıları: ss.45-66
  • Anahtar Kelimeler: Communication, IMC, Marketing, Pension firms, Turkey
  • Ankara Hacı Bayram Veli Üniversitesi Adresli: Evet

Özet

This paper analyzes the acceptance of Integrated Marketing Communication in the Turkish marketplace and the development of marketing communications in Turkey. As the theoretical basis for a research study strategic communications and newly developing pension firms were studied. A questionnaire was developed to elicit responses on Integrated Marketing Communication perception and practices in marketing communication field. The quantitative analysis findings of our research will contribute to the efforts for finding a common ground and definition for the concept of Integrated Marketing Communication. The study also reports the latest developments in marketing communications in Turkey.