Show Less
Restricted access

Current Approaches in Social Sciences

Edited By Rasim Yilmaz, Günther Löschnigg, Hasan Arslan and Mehmet Ali Icbay

Current Approaches in Social Sciences is a collection of research papers on a wide range of social issues written by researchers from several different institutions. The book will appeal to educators, researchers, social students and teachers of all subjects and of all levels, who wish to develop personally and professionally. It will also be useful to all those who interact, one way or another, with both students and teachers in a social context.
Show Summary Details
Restricted access

Covert Marketing Strategy: An Alternative way to reach Consumers

Extract



Introduction

Nowadays, conditions of the social, economic, political, and cultural fields have changed more greatly than in the past; moreover, upheavals, wars and crises all over the world have led to large fluctuations in the economic sphere. However, due to technological advances, it is possible to operate a business and communicate on electronic media; thus, it has provided an important contribution to the ongoing process of change. By the acceleration of developments experienced in the field of science and technology, it has started the process of change and transformation which has never been worldwide in recent years. Especially, the reality that advances in mass communication technologies has minimised the huge sphere where human beings live cannot be ignored (Perşembe, 2005: 103–104). The concept of “postmodern” is frequently used to explain such change and transformation process like this (Odabaşı and Kılıçer, 2010: 32). Conditions and the sensitivity of the postmodern era has led to various changes of the modern era’s consumer and consumption perspectives. Understanding the modern marketing definition of the consumer as “they are conscious and informed consumers who have purchase willpower” is important; however, the postmodern marketing concept has completely changed this consumer definition. Instead of relying on a stable group of consumers, new consumers have now emerged that often alter decisions and have weak brand loyalty. Moreover, these consumers move on a slippery surface with instant purchase decisions and value the shopping experience rather than rational thought. (Babacan and Onat,...

You are not authenticated to view the full text of this chapter or article.

This site requires a subscription or purchase to access the full text of books or journals.

Do you have any questions? Contact us.

Or login to access all content.