Yazar "Gok, Osman" seçeneğine göre listele

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    Decision Influence of the Marketing Department in the Organization: An Emerging Country Perspective
    (Nomos Verlagsgesellschaft Mbh & Co Kg, 2018) Gok, Osman; Hacioglu, Gungor; Peker, Sinem
    The role and influence of the function of marketing within the organization has been the focus of scholarly research and practitioners' attention in the business literature. Despite its central role and locus in business organizations, concerns remain about the contributions of marketing and the department has received insufficient acknowledgment from its constituents in the organization. Responding to calls for research in the area, this study empirically examines the antecedents of the marketing department's influence and discusses the effects of an influential marketing department on firm performance. Our non-marketer weighted sample considers marketing to be an influential function within the organizations surveyed. The findings reveal that marketing capabilities constitute a critical set of competences for business success, but the department's decision influence is not an influential factor for firm performance. The study includes an advanced emerging country perspective on the notion of marketing's influence within business organizations.
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    MARKETING PERFORMANCE MEASUREMENT: MARKETING METRICS IN TURKISH FIRMS
    (Vilnius Gediminas Tech Univ, 2013) Hacioglu, Gungor; Gok, Osman
    This study explores which metrics are considered important in measuring marketing performance in Turkish firms. In addition, the study examines the effects of sectoral differences and market dynamism, and the relationship between the importance attached to metrics and firm performance. The data collected from a sample of 145 Turkish firms via a structured questionnaire derived from the literature reveals that the most importance is attached to consumers' attitudes metrics. Economic value added and customer lifetime value are the least important metrics in performance evaluation. No significant relationship occurs between the importance that executives attach to metrics and firm performance. Managerial implications and future research opportunities will be presented at the end. The study is, as far as is known, the first attempt at aiming to explore marketing metrics in Turkey, and one of a limited number of studies in emerging economies.
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    Öğe
    The marketing department's reputation in the firm
    (Elsevier Sci Ltd, 2015) Gok, Osman; Peker, Sinem; Hacioglu, Gungor
    The role, effectiveness and credibility of the marketing function within a firm have been the focus of scholarly research and practitioners' attention in marketing, and both researchers and practitioners argue that the marketing department's reputation has been besmirched in recent years. This study makes an initial attempt to empirically investigate antecedents and consequences of the marketing department's reputation within the firm. We put forward the notion that the marketing department's reputation is a key factor in the junction of the departmental influence and power-oriented research streams. The results indicate that the customer connection capability, accountability and status of the marketing department are positively related to its reputation in the firm. Conversely, the variable of the resources controlled by marketing is negatively associated with the department's reputation. The results further show that a reputable marketing department is associated with improved market performance regardless of the generic strategy pursued by the firm. Development of departmental capabilities is vital for marketing to be a respected department in the organization. Marketers also have to build favorable perceptions on and beyond their capabilities within the firm and upper echelons. (C) 2015 Elsevier Ltd. All rights reserved.