Revisit of Marketing Strategy in Tourism Sector Under the Impact of Digital Convergence
How significant is the role of social
media in marketing Istanbul?
Yigit Pasaoglu
(000700444)
Broad Question
• How can Turkish market share in tourism sector to be increased in the world market by using new technological innovations?
• Turkey-Istanbul• Technological Innovations-Social Media
Digital Convergence
• Substantially impacts our personel lifesytle and workstyle
• IT• Internet• Media• Service Industries-Value Chain
Research Objectives
• Lack of Marketing• Publicity• Mobile technology• Companies• Policy makers• Marketing Activities• Investigation• Questionnaire
Methodology
• Constructivism• Deductive• Mixed• Data collection• Qualitative
Problem Issues
• Reliability• Familiarity• Knowledge/Research Question• Broad• Relevance• Viability
References
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• Court, D. et al. (2013) Measuring marketing’s worth. McKinsey Quarterly, 1 (1), p.1-7.• Edelman, D. (2010) Four ways to get more value from digital marketing. McKinsey Quarterly, 1 (1), p.1-8.• French, T. et al. (2011) We’re all marketers now. McKinsey Quarterly, 1 (1), p.1-9.• Haggerty, A. (2013) eBay Advertising UK and Moneysupermarket.com line up speakers for digital
convergence conference. [online] Available at: http://www.thedrum.com/news/2013/02/20/ebay-advertising-and-moneysupermarket-speakers-lined-digital-convergence-conference [Accessed: 03 Mar 2013].
• Korkmaz, B. et al. (2011) How new Internet standards will finally deliver a mobile revolution. McKinsey Quarterly, 1 (1), p.1-9.
• Mueller, M. (1999) DIGITAL CONVERGENCE AND ITS CONSEQUENCES. The Public, 6 (3), p.11-28.• Ridgway, S. et al. (2011) How we see it:Three senior executives on the future of marketing. McKinsey
Quarterly, 1 (1), p.1-11.• Slideshare.net (n.d.) What Is Digital Convergence?. [online] Available at:
http://www.slideshare.net/CFSolomon/what-is-digital-convergence [Accessed: 05 Mar 2013].• Yoffie, D. (1997) Competing In The Age Of Digital Convergence. USA: Harvard Business Review Press.