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Contextual Approaches in Communication

Edited By Corina Daba-Buzoianu, Hasan Arslan and Mehmet Ali Icbay

Contexual Approaches in Communication is a collection of papers by researchers from several different institutions on a wide range of communication issues: social responsibility, social media, cyberbullying, interpersonal communication, gender issues and the impact of Facebook, advertising, television and mobese cameras. The book addresses educators, researchers, social students and teachers and it will also be useful to all those who interact, one way or another, with both students and teachers in a communication context.
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The Effects of Culture on Positioning: An Examination of Yandex In Turkey


Abstract The self expression of the foundations has gained a huge impact on determining and positioning within contemporary competitive environment. Today environment, as we can call it customer age, the identities of the foundations are as important as the service and the products produced by these foundations. Therefore, achieving the foundational objectives on communicating with target groups plays a critical role. Informing target groups, which are very important to the foundations, form its different ways of communication.

To emphasize the positioning and to establish the reflections of the culture in marketing communication are aimed in this study. In line with this purpose, the positioning strategies the marketing communication studies carried out by Yandex, a Russian oriented search engine breaking into the Turkish market are examined and the cultural signifiers affecting brand positioning are tried to be established. From the date Yandex has broken into the Turkish market September 2011 to 2014 June, the marketing communication activities carried out by Yandex are examined and evaluated descriptively.

Keywords: Positioning, culture, public relations, advertising


As in today’s world demands, expectations and purchasing habits of the consumer differ from one group to another, even one person to another, a brand should approach to a country market and the different groups of the very country with different strategies. In the competitive environment arouse from the factors, like changing structures of the society, technological innovations, developments, a concept, brand comes into prominence as the element...

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