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Title: Marketing innovation in the apparel industry: Turkey
Authors: Utkun, Emine
Atılgan, Turan
Keywords: Marketing
Market Shares
Apparel Industry
Publisher: Fibres & Textiles in Eastern Europe 2010
Series/Report no.: Vol.18, No.6 (83)
Abstract: With globalisation the extent of competition is increasing rapidly in the world. In these conditions companies need innovation to be more efficient and productive, as well as to offer what is expected from them. This has caused innovation to be one of the most important areas of today's economy. Companies able to make innovations can expand their market share and be successful. Creativity is the key factor for innovation, which can refer to the properties of the product, employment, organization and marketing. On the other hand, innovative methods can develop not only inside the firm but also in response to conditions outside. Marketing innovation is an attempt to come up with applications, novelties and changes that enrich a product through marketing activities. Such attempts and activities can come in the form of the packaging, placement, promotion, and pricing of products or in the application of a new marketing method which includes important changes in customer service. In this study, an innovation concept, its varieties and properties are explained, and afterwards the marketing innovation of selected Turkish apparel firms are studies.
ISSN: 1230-3666
Appears in Collections:Buldan Meslek Yüksekokulu Koleksiyonu
Scopus İndeksli Yayınlar Koleksiyonu / Scopus Indexed Publications Collection
WoS İndeksli Yayınlar Koleksiyonu / WoS Indexed Publications Collection

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