**Meet the editor**

Sonyel Oflazoğlu is an assistant professor of Entrepreneurship and Marketing at the Department of Marketing, Mustafa Kemal University, Turkey. She has an MS degree from Mustafa Kemal University, Institute of Social Sciences, Business Administration. She started her work as a research assistant at Ankara University, Faculty of Political Sciences in 2003. In 2008, she re-

ceived a fellowship from the European Union to study as a PhD candidate student and visiting researcher at Bucks New University, England, where she received her PhD in 2010. Her research focuses on business networks, qualitative and quantitative research methods, consumer behaviour and entrepreneurship and innovation and marketing strategies. She has authored several journal articles and book chapters published by international publishers and is currently involved in several research projects on social sciences.

Contents

**Preface VII**

**Section 1 Strategic Marketing 1**

Chapter 2 **Marketing Platform Strategy 21** Emmanuel Chao

Christopher J. Parker

Esen Gürbüz

**Section 2 Marketing and Society 77**

González Iglesias

Alicia de la Peña

**Equality for Women 79**

**Perceived Benefits 95** Enrique Marinao Artigas

Chapter 7 **Marketing Strategies for the Social Good 115**

Chapter 3 **Reimagining m-Commerce App Design: The Development of**

Chapter 4 **Theory of New Product Development and Its Applications 57**

Chapter 5 **The Progress of the United Nations in Empowerment and**

Chapter 6 **Antecedents of Satisfaction with Financial Services: Role of**

Pilar Gimenez Armentia, Carmen de la Calle Maldonado and Sonia

**Seductive Marketing through UX 39**

Chapter 1 **Innovation Inside 3** Tim Westall
