CONTENT ANALYSIS OF TOP 1000 TURKISH COMPANY WEB SITES: MARKETING MIX PRACTICES

Yıl 2011, Cilt: 3 Sayı: 2, 55 - 68, 01.12.2011

Aykan Candemir Keti Ventura İpek Kazançoğlu

Öz

The usage of the Internet has offered new advanced business transactions and models for the world economy. Insufficient utilization of Web sites for marketing mix strategies in a developing country like Turkey, still depicts the need for further and detailed analyses to guide the companies and institutions for their efforts to improve marketing activities through the new medium which is becoming an inevitable neccesity for the new business models in the twenty first century. The aim of the study is to analyze the practices of marketing mix tools on Turkish web sites of the top 1000 companies presented in the survey reports by the Istanbul Chamber of Industry (ICI) 2010. This study reveals that the use of Internet in marketing mix strategies is inadequate and some companies do not utilize all opportunities due to the lack of effective corporate web sites

Anahtar Kelimeler

Marketing Mix, Content Analysis, Web Sites

Kaynakça

• The new Turkish Commercial Code that will be in force after mid 2012 and every capital stock company will be obligated to have a website, so this study is expected to provide a basis for further studies for the marketing practicioners of the companies and act as a guide for managers in designing and effectively using their web pages and Internet for their business and marketing strategies. BIBLIOGRAPHY
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