Mustafa Atahan Yılmaz

Mustafa Atahan Yılmaz is an academic researcher in the Faculty of Economics and Administrative Sciences at Pamukkale University. Yılmaz completed his MSc. in Marketing at Gazi University and PhD. in Business Administration at Pamukkale University. His research aims at understanding consumer behaviors and he is interested in digital marketing, video games, and virtual environment studies.

Publications

Digital Business and Optimizing Operating Strategies
Digital Business and Optimizing Operating Strategies
Gökhan Akel, Mustafa Atahan Yılmaz. © 2024. 313 pages.
In the rapidly evolving digital era, businesses undergo profound transformations requiring strategic adaptation and optimization. Digital Business and Optimizing Operating...
An Experiential Investigation on Product Sampling in Retail Stores
An Experiential Investigation on Product Sampling in Retail Stores
Mustafa Atahan Yılmaz, Nurettin Parıltı. © 2022. 17 pages.
In-store product sampling is one of the most effective sales promotion tools by creating an impulsive urge to buy and interacting with the potential consumers at the point of...