Books by A. Coskun Samli

This book shows marketers what it is to communicate with the target market: using social media, communicating directly with culture-driven consumers and mastering people-to-people communication with both privileged and non-privileged consumers.

This book identifies the factors--geographic, economic, cultural, and technical--that must be considered if technology transfer is to be effective. What are the institutional instruments of technology transfer and how do they proceed in transfer activities?

The author contrasts Adam Smith's market to the prevailing American market stating that, in order to achieve the same results that Adam Smith's perfectly competitive market could have created, a socially responsible behavior on the part of marketing is necessary.

This book discusses the current landscape of our market economy, which is in the hands of financiers and billionaires who decrease competition as well as consumer power.

Coping with Retail Giants critically analyzes the modern retail market and identifies how businesses gain the competitive edge over the major retailers that currently control the market. Dr. Samli argues that as society advances economically, consumers will seek better values generated by the retailing sector.

Far removed from the markets they're meant to serve, insensitive to market needs, inflexible in how they do business, America's oliuopolistic corporations are terrorizing consumers. Samli maintains that far from being hostile to business, he sees business as actually working against itself.

If the firm can detect changes early and can swiftly counteract these changes with a value marketing plan, then its chances to survive and prosper are enhanced. After reviewing briefly the causes and nature of turbulence in U.S. markets, the author establishes the importance of marketing as a counterturbulence weapon.

Samli argues that Third World countries must learn to take advantage of globalization and learn to protect themselves against its darker forces. This book presents what Samli calls countermarginalization, a process that includes such strategies and tactics as partnering, networking, and entrepreneurship.

This text asserts that international consumer behaviour is not just a simple extension of our knowledge about American consumer behaviour, rather, it is primarily culture-driven. The book connects key aspects of behaviour patterns to marketing plans throughout.

"Samli provides an academic rather than a practical day-to-day approach to retailing, and his book may help move retailing toward the mainstream of academic research and interest. . . . The author incorporates good references and an overview of many theories that can be applied in an academic retail setting. Recommended for advanced undergraduate, graduate, and professional collections." Choice

Samli explains, first, the various data generating procedures, with special emphasis on data analysis, and second, the procedures for creating information out of data - all in a clear, systematic presentation that marketing managers will understand and benefit from immediately.

Now Sirgy and Samli along with their contributors explore the latest measures and methods in QOL marketing research, the ways in which QOL concept is embodied in various functional areas of the marketing enterprise, and how it's appearing in different market segments and industries.

The book is best suited as a resource for students in seminars dealing with marketing's role in society. It provides general philosophies for marketing practitioners, teachers, and researchers to explore and evaluate, and offers specific criteria for practicing marketing with positive quality of life consequences.

This book argues that the strength of our dynamic society is a market economy, which functions well only if positive and constructive marketing practices are performed.

Drawing from decades of research, teaching, and consulting in the fields of marketing and strategy, the author demystifies the forces of market chaos, including technological change, globalization, and consumer behavior, showing readers how to identify those forces that can be turned to their competitive advantage.

Very little of marketing theory and knowledge has made its way into retailing practice, but its value in making profitable and effective retailing decisions is unquestioned. Samli, drawing upon three decades of experience and recognition as an expert in marketing research, offers retailing professionals and those who aspire to retailing careers a foundation for understanding what marketing theory is and how it can be linked successfully and profitably to retailing practice. Not a simplified set of steps to take, his book forces retailing decision makers to think for themselves and to use sound reasoning in their judgments. With an extensive review of retailing research and emphasis on small retail decision-making processes, plus discussions of human resource development, information technology, control mechanisms, and the international aspects of retailing, this book will find a special place in the list of books that must be read, not only by retailing professionals and students, but also their colleagues who teach retailing.The planning and implementation of the strategic plan is dependent upon the identification of the retailer's target market, and then successfully catering to that market by using four key retailing mixes: goods and service mix, communication mix, pricing mix, and human resource mix. The retailing mixes are the controllables of retail management. Preparation of these mixes depends upon the knowledge, reasoning, availability of resources, and familiarity with the target markets.