IMC practices in Turkish pension funds market
IKTISAT ISLETME VE FINANS, vol.26, no.300, pp.45-66, 2011 (SSCI)
- Publication Type: Article / Article
- Volume: 26 Issue: 300
- Publication Date: 2011
- Doi Number: 10.3848/iif.2011.300.2876
- Journal Name: IKTISAT ISLETME VE FINANS
- Journal Indexes: Social Sciences Citation Index (SSCI)
- Page Numbers: pp.45-66
- Keywords: Communication, IMC, Marketing, Pension firms, Turkey
- Ankara Haci Bayram Veli University Affiliated: Yes
Abstract
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.