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Marketing innovation in the apparel industry: Turkey

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dc.contributor.author Utkun, Emine
dc.contributor.author Atılgan, Turan
dc.date.accessioned 2016-01-21T09:10:40Z
dc.date.available 2016-01-21T09:10:40Z
dc.date.issued 2010-12-01
dc.identifier.issn 1230-3666
dc.identifier.uri http://hdl.handle.net/11499/715
dc.description.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. tr_TR
dc.language.iso en tr_TR
dc.publisher Fibres & Textiles in Eastern Europe 2010 tr_TR
dc.relation.ispartofseries Vol.18, No.6 (83)
dc.rights info:eu-repo/semantics/openAccess
dc.subject Marketing
dc.subject Innovation
dc.subject Market Shares
dc.subject Apparel Industry
dc.title Marketing innovation in the apparel industry: Turkey tr_TR
dc.type Article tr_TR
dc.relation.publicationCategory Uluslararası Hakemli Dergi
dc.identifier.index Scopus
dc.identifier.index WOS

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