Revisit of marketing strategy in tourism sector under
Transcript of Revisit of marketing strategy in tourism sector under
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
• Brown, B. et al. (2011) How a grocery giant puts technology at the center of innovation. McKinsey Quarterly, 1 (1), p.1-5.
• Cordis Europa (2013) Digital Covergence an Eu Perspective. [online] Available at: http://ftp://ftp.cordis.europa.eu/pub/ist/docs/ka4/au_arroyo_roabirom1_0107_en.pdf [Accessed: 05 Mar 2013].
• 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.