Mobile marketing at Turkcell: Turkey's leading mobile operator

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dc.authorscopusid8855892100
dc.authorscopusid35073206700
dc.authorscopusid36455290800
dc.contributor.authorToker, A.
dc.contributor.authorVarnali, K.
dc.contributor.authorYilmaz, C.
dc.date.accessioned2024-07-18T20:17:02Z
dc.date.available2024-07-18T20:17:02Z
dc.date.issued2011
dc.description.abstractSubject area: Mobile marketing. Study level/applicability: Undergraduate and Graduate levels. Case overview: Driven by the ongoing evolution in mobile technologies and the increasing penetration of smart phones, the use of the mobile medium for marketing purposes is becoming more and more popular across industries. This case study presents an overview of the mobile marketing ecosystem embedded in the story of the transition of Turkcell from a traditional carrier into a leading mobile services provider. The aim is to familiarize the reader with the benefits and challenges of using the mobile medium for marketing communications and provide lessons from Turkcell experience for success in mobile marketing. Expected learning outcomes: Develop a comprehensive understanding of the concept of “mobile marketing” and the current state of mobile technologies; develop a general knowledge of various types of mobile marketing applications; have a general knowledge and understanding of the consumer-centric value propositions of mobile marketing; gain a perspective on the nature and dynamics of mobile business environment and have the chance to examine real-market campaigns that leverage unique properties of the mobile medium. Supplementary materials: Teaching notes. © 2011, Emerald Group Publishing Limited.en_US
dc.identifier.doi10.1108/20450621111122309
dc.identifier.endpage9en_US
dc.identifier.issn2045-0621
dc.identifier.issue1en_US
dc.identifier.scopus2-s2.0-85080998741en_US
dc.identifier.scopusqualityQ4en_US
dc.identifier.startpage1en_US
dc.identifier.urihttps://doi.org/10.1108/20450621111122309
dc.identifier.urihttps://hdl.handle.net/11411/6380
dc.identifier.volume1en_US
dc.indekslendigikaynakScopusen_US
dc.language.isoenen_US
dc.publisherEmerald Group Publishing Ltd.en_US
dc.relation.ispartofEmerald Emerging Markets Case Studiesen_US
dc.relation.publicationcategoryMakale - Uluslararası Hakemli Dergi - Kurum Öğretim Elemanıen_US
dc.rightsinfo:eu-repo/semantics/closedAccessen_US
dc.subjectAdvertisingen_US
dc.subjectMarketingen_US
dc.subjectMobile Communications Systemsen_US
dc.subjectTelecommunicationsen_US
dc.subjectTurkeyen_US
dc.titleMobile marketing at Turkcell: Turkey's leading mobile operator
dc.typeArticle

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