Methods and practices in marketing and marketing communication (he case of Turkish Airlines)

Businesses which are trying to survive in the competitive environment have to prefer modern marketing methods rather than traditional ones because of the reasons such as globalization, advancements in communication technology, and the increase in the educational level of customers. Since the customer-oriented marketing approach carries vital importance in this century, marketing practices on digital platforms are essential in enabling one-to-one communication with customers. Therefore, businesses that use social media effectively can become more successful in terms of brand awareness and prestige. Especially in the service sector, customer experience management is also contributing to this success in the condition of having different experiences are given more importance than receiving services. Besides that, the methods such as sponsorships, corporate social responsibility activities, celebrity marketing, and brand placement lead to grow worldwide brand awareness if they are professionally implemented. This study, after conceptual framing of marketing and marketing communication, has referred to the related methods. Turkish Airlines, that has become a global brand in the last decade with its marketing methods has been examined as a case study with its marketing and communication practices which play a role in this success.