Meet the editors

Umut Ayman completed her Bachelor's degree in Business at the Eastern Mediterranean University (EMU) and completed her MBA in 1999. Within the EMU Community Involvement Center, Ayman pioneers and provides consultancy services for social responsibility projects. She completed her Communication and Media studies PhD in 2015 and in her thesis she focused on consumption patterns in branded apparel products, its commu-

nication and consumers' decision-making styles from a marketing communication perspective. She also works on campaign designs and launches for products/services for various sectors and is involved in A to Z integrated marketing communication models including luxury consumption, branding, and fashion marketing communication issues. She lectures on an introduction to marketing communication, integrated marketing communication, marketing oriented public relations, marketing communication for social responsibility, IMC research methods, fashion marketing communication, branding and brand management, IMC campaign, and senior project courses. She is working as an Assistant Professor and Vice-chair at EMU, Faculty of Communication, Public Relations and Advertisement Department.

Anıl Kemal Kaya is an Associate Professor in the Public Relations and Advertising Department in the Eastern Mediterranean University, North Cyprus. She has been Chair of the Public Relations and Advertising Department in the Communication Faculty since 2016 and Chair of the Community İnvolvement Center in the Eastern Mediterranean University since 2013. Her research interests are integrated marketing communication, marketing

communication, advertising, public relations, consumer behavior, brand management, strategic communication, and women studies. She has many publications in index journals and international conference papers. Currently she is researching her field topics, lecturing both undergraduate and graduate level in Integrated Marketing Communication, Marketing Communication Campaign Design, Strategic Communication, and Advertising. Also, she supervises many MA theses and PhD theses on Marketing Communication, Branding, Public Relations, and Advertising. For many years she has supervised many social responsibility projects at the Eastern Mediterranean University.

Contents

**Section 1**

**Preface III**

Marketing Communication in Real Sector Investments **1**

**Chapter 1 3**

**Chapter 2 45**

**Chapter 3 53**

Inevitable Digitalization **73**

**Chapter 4 75**

**Chapter 5 95**

**Chapter 6 115**

International Market Segmentation across Consumption and Communication Categories: Identity, Demographics,

*by Rouxelle de Villiers, Pornchanoke Tipgomut and Drew Franklin*

E-Detailing: Keyways for Successful Implementation of Digital

Cheers in UK: How Visible Are Spanish Sparkling Wines

Digital Marketing: Scope Opportunities and Challenges

and Consumer Decisions and Online Habits

*by Anıl Kemal Kaya and Umut Ayman*

Reputation Management

**Section 2**

on Google.co.uk?

*and Diana A. Filipescu*

*by Chandan Kumar Mishra*

Repositioning of PR Field in Developing Countries

*by František Pollák, Peter Dorčák and Peter Markovič*

Technologies in the Pharmaceutical Marketing

*by Carlos Gonzalo-Penela, Noelia Jiménez-Asenjo* 

*by Stefan Balkanski and Ilko Getov*

## Contents



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

> **Umut Ayman and Anıl Kemal Kaya** Eastern Mediterranean University,

> > North Cyprus

themes.
