Preface

This edited *Promotion and Marketing Communications* book is an original volume that presents a collection of chapters authored by various researchers and edited by marketing communication professionals. There are three main sections: Marketing Communication in Real Sector Investments, Inevitable Digitalization, and Sectoral Developments. In total, the book has nine chapters categorized in sections with each having three chapters that involve theoretical exploratory and empirical analysis. To survive in the competitive world, companies feel an urge to achieve a competitive advantage by applying accurate marketing communication tactics. Understanding marketing communication is an essential aspect for any field and any country. Hence, in this volume there is the latest research about marketing communication under which marketing strategies are delicately discussed. This book does not only contribute to the marketing and marketing communication intellectuals but also serves different sector company managerial positions and provides a guideline for people who want to attain a career in this field giving them a chance to acquire the knowledge regarding consumer behavior, public relations, and digital marketing themes.

**II**

**Section 3**

Psychographics *by Sumitro Sarkum*

*by Arooj Rashid*

*by Aykut Ekiyor and Fatih Altan*

Sectoral Developments **139**

**Chapter 7 141**

**Chapter 8 157**

**Chapter 9 173**

Dissecting Changes in Consumer Characteristics through

The Media Effect: Implications for Manifesting Maintainable Body Image in the Context of Global Fashion Industry

Marketing Communication and Promotion in Health Services

**Umut Ayman and Anıl Kemal Kaya** Eastern Mediterranean University, North Cyprus

**1**

Section 1

Marketing

Communication in Real

Sector Investments

Section 1

Marketing Communication in Real Sector Investments

**3**

officers, sellers, etc.

**Chapter 1**

Habits

**Abstract**

*and Drew Franklin*

online marketspace.

positioning, selection, SCA, segmentation

International Market

Segmentation across Consumption

and Communication Categories:

Consumer Decisions and Online

In this chapter we will discuss the different approaches to market segmentation and selection and explore how the selection process influences the company's culture, its brand positioning, and how it is impacted upon by the overall marketing and communication strategy and vice versa*.* Some questions this chapter considers and discusses are: Which segments should firms' international marketing activities (including financial, human resources, and the firm's capabilities) focus on? How do multinationals decide if segmentation

and control the various activities and outcomes, in order to ensure sustainable competitive advantage(s) in a highly competitive marketplace and

**Keywords:** brand alignment, consumption categories, niche communication,

<sup>1</sup> Note that we use the terms "firms,"" organizations," "multi-nationals," and "businesses" interchangeably in this chapter. We do not refer to the vendors' legal ownership structures when we use these terms but merely wish to differentiate the collection of individuals jointly called vendors or sellers, from individual, nonaligned entrepreneurs or small business owners. Although we use the term "marketers" for the marketing professionals in these firms, they might have alternative official titles and roles such as CEO, VP Marketing, sales manager, business development manager, customer acquisition and retention

can monitor

efforts are effective? Finally, we will explore how organizations1

Identity, Demographics, and

*Rouxelle de Villiers, Pornchanoke Tipgomut* 

## **Chapter 1**
