Bekir Sefa Köksu , Cihat Kartal, Deniz Yıldız, Doğu Kayışkan, E. Ebru Şentürk, Ebru Genç, Emine Nihan Cici Karaboğa, Halil Pak, Kübra Müge Çakaröz , M. Ferit Aydın, Mehmet Akif Çakırer, Murat Ayar, N. Çiğdem Uluç, Remzi Reha Durucasu, Resul Çelik, Tuğçe Ezgi Soyaltın, Ufuk Karadavut, Zeki Yüksekbilgili It is pleasing that a book in which the sources of this information are shared and correctly categorized, enriched with information from reliable sources with a scientific approach, meet with its enthusiasts. It is very valuable to include live broadcasting and marketing and augmented reality strategies that have just entered our lives in the book. Sharing legal regulations and ethical values ​​is not overlooked while describing digital marketing. It has been clarified that no sales target should be higher than universal human values. It was very helpful for the reader to encounter a summary at the end of the chapters and to collect what they have read in a short time; The questions at the end of the chapter are a guide for those who are not satisfied with what they read.
This book; I believe that it will be a valuable reference resource for readers who want to understand all aspects of digital marketing and also strengthen their marketing knowledge.
Omer ARIKAN
CEO, Tekrom Teknoloji
The world has gone through many movements, changes and transformations since the Industrial Revolution. Production activities have become different, the products produced have become different. A century ago, it was almost impossible to predict where we are today. The world has changed very quickly. In fact, the only thing that did not change was the change itself. Needs and the ability to respond to needs have become increasingly different. Crowded markets were replaced by advertisements that first appeared on our screens. Then the internet came into our lives. Who knew the first spark would have such an impact? Computer technology has now come to fit in our pockets. In this age of changing and transforming information and technology, the marketing of the product has become as important as the product produced. If your voice is not heard in this huge universe, the area you cover is as much as a raindrop. Even taking part in the notifications that cover our screens and attracting our attention is now a very, very great virtue. This work is a bedside book for you to take your place in the virtual world without borders. Bless the hands, hearts and pen of Mehmet Akif Çakırer, the architect of this collective meticulous work, and the whole team.
Tulin Akin
Social Entrepreneur, TABİT Information and Communication Technologies

Kahraman Çatı There is no doubt that education is the most fundamental factor in the development of entrepreneurship and innovation. In our country, the importance given to entrepreneurship education in both secondary and higher education is increasing. Some universities even plan to offer entrepreneurship courses in all their departments. Some of our universities offer entrepreneurship graduate programs. Therefore, it is necessary to increase the necessary materials for entrepreneurship education.
In this book titled Entrepreneurship and Innovation Management, basic topics such as the concept of entrepreneurship, entrepreneurship culture, ethics in entrepreneurship, business modeling and innovation management are explained in detail. In addition, the book covers the types of entrepreneurship and the management, marketing and finance issues that an entrepreneur must know.
Entrepreneurship and Innovation Management book will be of great benefit to people who will start new businesses, business people who need an innovative perspective to develop their business, and people who want to think innovatively at every stage of life.

Can Aydın Today, with the rapid rise of information and communication technologies, we see that information systems are used in almost every field. Businesses are also taking steps to produce these systems instead of just using information systems in their business processes. Programming skills are vital in taking these steps. While data analysis and artificial intelligence studies have been used in the solution of many business problems by leaving the theoretical environment in recent years, it has become compulsory for students studying in the field of social sciences, especially in the departments of business, economics, finance and management information systems, to take programming education in order to keep up with the developing conditions and to solve their current problems.
In the rapidly developing technology world, the realization of a software idea that comes to your mind is limited to 30 days. In other words, it is necessary not only to think of the idea, but also to implement it quickly. This book provides easy and fast programming education to students in the field of social sciences, explaining the solution of business problems with examples, and enables the development of a wide range of applications from web page design to data analysis, from machine learning to deep learning, which are the usage areas of Python programming language. Even someone who has no programming education, to develop an application using the Python language, it is enough to learn the theoretical information in this book and repeat the applications.

Aybeniz Akdeniz Ar The importance of creating strong brands is felt more and more every day in the competitive environment of the business world, where world conditions are changing rapidly, world trade and economic flows are in a new restructuring. There are too many products, too many brands, too much competition in world trade. It is not easy to create a brand in markets with such brand density. The fact that the manufacturer packs the goods produced and puts a name on it and puts it up for sale, "I have created a brand and I am selling it." Thinking strategically and long-term before putting the brand on the market, testing it many times, positioning the brand, promoting it, in short, obtaining a long-term place in the mind of the consumer, is only a very small part of what needs to be done in creating a brand. All of these are the right product, the right strategy, Correct positioning can be achieved by hitting the target right in the middle.
While the importance of brand creation and branding has increased so much in today's markets, in this book, "How to create a brand?" starting from the question "What is a brand?", "What are the strategies to be considered on the way to branding?" answers to the questions were sought.
This book, on the one hand, motivates and guides businesses that have not yet fully overcome the hesitation of creating a brand, and on the other hand, in this age where we feel the need to be a brand in every field, "How can personal and corporate brand creation be?" It has been prepared to help those who are looking for an answer to the question and especially university students, "Brand" courses and "Marketing" courses, based on the importance of the subject.

Kenan AYDIN Depending on the socio-economic developments in Turkey, the retail sector has gained a certain momentum especially since the mid-1980s and has come to a position where it can compete with retailing in the USA and EU. It would be appropriate to emphasize some basic facts in the development process of retailing:
• While the development of supermarkets, hypermarkets and shopping malls was at the forefront in Turkey, discount stores have become more popular in recent years; departmental (sectioned) stores either disappeared or changed in size and settled in shopping malls instead of independent stores.
• Local retailers have come to an important position in addition to the entry of foreign capital into the market. Besides organized retail, traditional retailers still have a significant share in the total retail market.
• The share of e-commerce in total retail sales is increasing rapidly in the world and in Turkey. It is estimated that the share of e-commerce in the world in 2020 will be 14.60%.
• Traditional single-channel retailing is not sufficient to meet consumer needs. For this reason, compatible omnichannel retailing has become a necessity.
• With the “One Belt One Road” project announced in 2013, China seeks to develop its global strategy in search of a new order in the new era. This new strategy of China indicates that the economic and political balances will be re-established in the world. The project will connect the easternmost of Asia and the European shores of the Atlantic Ocean, and targets 65 countries, including Turkey, and a population of more than 3 billion. These markets have reached saturation, especially Walmart and Carrefour, and mobilized the main retailers of the USA and the West.
• “Industry 4.0” introduced by Germany in 2015 and “Society 5.0” developed by Japan foresee new approaches. These new approaches will change the way retail does business, as it does in other industries. Retail decision makers will pay more attention to topics such as artificial intelligence and big data analytics in order to understand consumer trends and behaviors.

Salih Güney The Basic and General Business book has been written in accordance with today's business and management understanding. The establishment, responsibility, continuity and evaluation criteria of the enterprise are the main points of the book. The topics of the book are explained by following a systematic writing technique. The Basic and General Business book has three main purposes. The first aim is to provide systematic information to the students and teachers of the Faculty of Economics and Administrative Sciences; the second purpose is to provide basic information to those who want to open and manage a business; The third aim is to provide regular information to those who want to do academic studies in the field of business.

Sıddık Arslan This book, which deals with the basic issues of mathematics teaching at the undergraduate level with the approach of giving lectures in the classroom, is the product of twenty years of experience. In the explanation of the subjects; It has adopted the aim of being able to carry out the mathematical operations that students need, to develop mathematical thinking and to teach mathematical concepts.
In the book; numbers, algebra, functions, derivatives and integrals, which are the basic subjects of mathematical analysis, and vector, matrix, determinant and linear equation systems of linear algebra are explained at a basic level.
The following principles were taken into account in the selection of the exercises in the book:
1. To ensure that the student learns and reinforces the subject,
2. To develop mathematical processing skills and thinking,
3. To convert a given problem statement into a mathematical expression by interpreting the theoretical information.
It is aimed that the Basic and General Mathematics book will be useful to all students.

H. Andaç Demirtaş Madran This book deals with social influence, attitude change and persuasion, which are among the most popular topics in social psychology, political science, marketing and communication sciences.
"Social influence and persuasion", which is an extremely important issue in terms of both public relations, advertising and mass communication studies, is also of great importance in terms of efforts to cope with social problems such as smoking and substance abuse, inequalities in education, and non-compliance with traffic rules.
Persuasion has a special place in daily life as well. We are constantly trying to persuade family members, friends, the opposite sex, and our employers.
This subject, which has both individual, social and global importance, is covered in this book by defining basic concepts in detail, examining traditional and contemporary theoretical approaches, and giving practical clues in line with current research findings.

Ali Karaman, Bülent Demirağ, İbrahim Halil Efendioğlu, Kazım Dağ, Serhat Fırat, Sinan Çavuşoğlu Understanding consumer behavior and producing goods and services according to the wishes and desires of consumers has been accepted as the focus of today's marketing approach. It is possible to say that marketing, which has passed through various stages such as product, sales and modern marketing understanding from the first ages to the present, functions as one of the most important functions that enable businesses to communicate with consumers and customers. It is of great importance to closely recognize the consumer and the cultural, social, psychological and personal factors that affect the purchasing behavior of this consumer, and to work for the satisfaction of the consumer. Because it is very difficult to bring a heartbroken and dissatisfied consumer to the business as a repeat customer. For this reason, it is thought that if consumers are well known, it is possible to produce goods and services that will satisfy them. The book written for this purpose; It is thought that it can be useful both for businesses, as a textbook, for associate, undergraduate and graduate students, and also for customers and consumers in order to increase consumer awareness. With the hope that it will be useful to all our readers and humanity...

Ayfer Karayel, Betül Yılmaz , Cansu Tor Kadıoğlu, Cihat Kartal, Çiğdem Uludağ Güler, Deniz Zeren, Fatih Bilici, Gamze Akçay, Gözde Mert, Gültekin Cem Çiftçibaşı, Hacettepe Üniversitesi, Halil Pak, İnci Erdoğan Tarakçı, Mehmet Akif Çakırer, Naime Şimşek Yüksekbilgili, Özcan Pektaş, Serkan Akgün, Serkan İnam, Sezen Bozyiğit, Süreyya Karsu, Yakup Güzel, Zeki Yüksekbilgili This book is a publication that examines consumer behavior, trying to shed light on both theory and practice. In addition, the “Dictionary” unit at the end of the book will fill a big gap in this regard. The book is a resource written in plain language, approaching the problems of consumer behavior from a scientific point of view. It is remarkable that the subjects are presented in their simplest form and enriched with examples. Undoubtedly, this study will be a reference book for students who are on the way to learn marketing with all these features. I congratulate everyone who contributed, especially the editors who created the content of this useful book and ensured its wide participation, and wish them continued success.
prof. Dr. Yavuz ODABAŞI, Anadolu University, Retired Lecturer

“Consumer behavior” is one of the most complex issues within the marketing science discipline. Marketing academics continue to examine the subject from every aspect and continue to examine the tiniest details of purchasing. Educator Editor. See. Mehmet Akif Çakırer and Assoc. Dr. Sezer Bozyiğit's book “Consumer Behaviors” has reached us as an important bedside book consisting of several chapters, each of which was written by current sources, by many valuable academicians on the subject. An extremely useful resource for academics and practitioners on the subject. My heartfelt congratulations to both the editors and the authors.
prof. Dr. İbrahim KIRCOVA, Yıldız Technical University

Consumption mainly uses neighborhood pressure. The basis for this is that “We will feel left out if we don't do what the rest of the world does or take what they get.” based on his argument. The difference is so clear that it's like the difference between the "visible" person to others and the "invisible" person in the toilet. How to say, not the same person. Why not? This is where behavioral sciences come into play... Decision science. Why do we think so? Why do we act like that? What is the real motivation behind the decisions you make? Why do smart people make stupid mistakes? “They don't know, but they do.” This discourse expressed by Karl Marx in Capital has been one of the most important illuminators of the definition of ideology over the years. For today; If we say, "They don't think, they just take"... Let's see why this is so, let's read and learn about this valuable, multi-authored, multi-viewed work...
prof. Dr. Uğur BATI, Communication Sciences and Decision Science Specialist

Changes occurring in our country and in the world directly or indirectly affect consumer behavior as well as in many different areas. In the face of the emerging changes, the demands and demands of the consumers may also differ. In this sense, marketing managers who are trying to create and manage demand should act proactively against their competitors. This book, which will contribute to the training of future marketing managers, whom we expect to act proactively, will provide important knowledge and open perspective not only to students studying in the field of marketing, but also to those who are sarcastic or come from different disciplines and work or will work in the field of marketing. I would like to congratulate our esteemed editorial friends who contributed to the creation of this book, as well as our young academics who added value to the chapters they wrote for their contributions.
prof. Dr. Erkan ÖZDEMİR, Uludag University

I am sure that anyone who is interested in the field will enjoy reading this work, which is the product of a meticulous study, in which the theoretical information on consumer behavior, which is the focal point of marketing science, is supported by current examples and case studies. I congratulate everyone who has passed the test.
prof. Dr. Gulpinar KELMCI, Marmara University

Gözde Mert People's transition from hunter and gatherer to settled order, urbanization and establishment of city-states, possession of seeds and products made division of labor and trade possible. This trade, which started with barter, led to the emergence of traders and businesses with the discovery of precious metals and money. The trade, which developed considerably through silk, took an international form. With the emergence of the railway and the telegraph, the businesses turned into increasingly gigantic enterprises.
The source of land, product, technology, knowledge and welfare has now become a commercial power. To have this power, military units were formed, alliances were made, laws were made and wars were made. Empires collapsed, regimes disappeared. Everything has come to an end, but the trade has not come to an end, he is still alive.
In this book, the theoretical and conceptual framework of international business is expressed and explained with case studies. International business is handled thematically with a multi-disciplinary approach.