In behavioral marketing, the focus should not be on manipulating consumers, but rather on understanding their emotional and psychological needs. Numerous psychological studies confirm that emotions play a dominant role in purchasing decisions. Therefore, brands must build their strategies around sincerity and openness. Building...

Years of research in marketing science have shown that unless those working in this field thoroughly study and implement necessary applications and research, it all remains meaningless. This week, I visited several shopping malls in Istanbul and wondered why the stores of major brands...