Internet and Experimental Marketing in Health Promotion: Case Study Analysis of Turkey

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ACKNOWLEDGEMENT

I would first like to express my gratitude for my research supervisor, colleagues, and peers and family whose immense and constant support has been a source of continuous guidance and inspiration.

DECLARATION

I [type your full first names & surname here], declare that the following dissertation/thesis and its entire content has been an individual, unaided effort and has not been submitted or published before. Furthermore, it reflects my opinion and take on the topic and is does not represent the opinion of the University.

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ABSTRACT

Online marketing is the name of the game today. The extensive usage of internet for marketing products has emerged as the most effective tool for attracting and increasing customer base. Most of the retail firms have shifted their businesses online. Following the footsteps of these retail firms, the healthcare sector has also taken a bold initiative to launch a new marketing paradigm through internet. This paper presents an in-depth view of online marketing strategies, being implemented by Turkish healthcare firms to augment the notion of online marketing. This part of dissertation contains three chapters, namely; methodology, findings and analysis, and conclusion. The third chapter presents the methodology used for this particular study. The findings and their analysis is presented in the fourth chapter, while the fifth chapter concludes the dissertation, providing summary and implications, and recommendations for further research.



TABLE OF CONTENTS

ACKNOWLEDGEMENTI

DECLARATIONII

ABSTRACTIII

CHAPTER 3: METHODOLOGY1

Research Philosophy1

Classification of research methods2

Research Approach4

Research Design4

Reason for adopting Qualitative and Quantitative methods5

Procedure of Primary and Secondary Data Collection6

Data Collection Sources7

Primary Sources7

Secondary Sources7

Instrument for data collection9

Reliability/Dependability12

Triangulation12

Underlying assumption13

Possible alternative to your proposed methods13

Validity13

Methodological Possibilities14

Method of Analysis15

Ethical Consideration15

Achievement of Aims of the Study16

CHAPTER 4: DISCUSSION AND ANALYSIS17

Introduction17

Data Analysis17

Effectiveness of online marketing for market share18

Customer Retention through online marketing18

Social Marketing for increasing product sales19

Customer reviews by social marketing20

Most useful social media for healthcare marketing21

Targetting the right customers21

Search Engine Marketing22

Contextual Marketing and key-word searching23

Affiliate programme for online marketing23

Gateways as tools for online marketing24

Business values and efficiency25

Discussion26

Search Engine Advertising26

Division of Search Engine Advertising27

Organic SEO27

Contextual Targeting28

Sponsored Search28

Keyword Advertising29

Allocation of Advertising Positions29

CHAPTER 5: CONCLUSION34

Summary34

Conclusion35

Implications of the Study44

Limitations of the Study46

Recommendations51

REFERENCES53

APPENDIX-A59

CHAPTER 3: METHODOLOGY

The research study is based on online marketing strategy for health businesses that can help boost the economic outlook of the country. The research study has adopted the qualitative methods for finding out the impact of the online strategies on the sales level of the firm. The secondary sources have been adopted for analysing the importance of the online strategies by visiting various online web sources (Ettner, 1996, 67). The online web sources are considered to be the best source for analysing the compatibility of the online strategies. However, the primary sources have also been adopted in order to take the interviews of the managers of different organisation for analysing the importance of the online strategies in the enhancement of the sales level of the health business (Elliott, Beattie, Kaitfors, 2001, 36).

Research Philosophy

The topic of the study that is online marketing strategy for the health businesses is based on the ...