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                    <text>The Effects of Personality and Character in Shaping Political Behavior of
University Students in Albania
Jon Ferunaj
Epoka University
Albania
jferunaj10@epoka.edu.al
SalihOzcan
Epoka University
Albania
sozcan@epoka.edu.al

Abstract:Political perceptions and participation are central factors in understanding political
behavior. These perceptions and the partaking in a country’s political events such as voting
or acts of civil disobedience are considerably influenced by one’s personality and character.
In this paper the author tries to approach voting, protests, and political affiliation and
candidate preferences by putting an emphasis or accentuating the role of one’s personality in
shaping convictions and beliefs on the above-mentioned facets of political life. The measuring
tool through which data were accumulated regarding the matter at hand is a questionnaire
filled by Albanian university students. Approximately 500 respondents answered closed ended
questions and stated their level of agreeableness with a multifariousness of statements. The
questionnaire data is evaluated using SPSS program. The questionnaire’s results showed that
in Albania political affiliation is mostly determined by personal interest, demonstrations are
usually propelled by the wrong causes, disenchantment with political figures is more than
present and candidate preferences are affected more by his/her personality than by any other
aspect, thus making it easier for charismatic leaders rather than competent ones to take
office. As a result it can be said that Albania’s young generation views the pragmatic striving
to achieve goals, comprising personal interests, through politics as plausible. In addition it
suffers from disillusionment and alienation with the political life, caused by abusive
politicians before unresponsive crowds.
Keywords:Personality, Political behavior, Voting, Albania, University students,

36

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                <text>FERUNAJ, Jon
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                <text>Political perceptions and participation are central factors in understanding political behavior. These perceptions and the partaking in a country’s political events such as voting or acts of civil disobedience are considerably influenced by one’s personality and character. In this paper the author tries to approach voting, protests, and political affiliation and candidate preferences by putting an emphasis or accentuating the role of one’s personality in shaping convictions and beliefs on the above-mentioned facets of political life. The measuring tool through which data were accumulated regarding the matter at hand is a questionnaire filled by Albanian university students. Approximately 500 respondents answered closed ended questions and stated their level of agreeableness with a multifariousness of statements. The questionnaire data is evaluated using SPSS program. The questionnaire’s results showed that in Albania political affiliation is mostly determined by personal interest, demonstrations are usually propelled by the wrong causes, disenchantment with political figures is more than present and candidate preferences are affected more by his/her personality than by any other aspect, thus making it easier for charismatic leaders rather than competent ones to take office. As a result it can be said that Albania’s young generation views the pragmatic striving to achieve goals, comprising personal interests, through politics as plausible. In addition it suffers from disillusionment and alienation with the political life, caused by abusive politicians before unresponsive crowds.  Keywords:Personality, Political behavior, Voting, Albania, University students,</text>
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                    <text>Analysis of Internally Generated Revenue and its Implications on Fiscal
Viability of State Governments in Nigeria
Asimiyu G. Abiola
National Institute for Legislative Studies
Nigeria
UyiKizitoEhigiamusoe
National Institute for Legislative Studies
Nigeria
ehiuyikizexcel@yahoo.com

Abstract: State governments in Nigeria are financed by funds from statutory allocations from
the federal government and Internally Generated Revenue (IGR) from each state. But most
state governments depend on the federal government due to the poor level of internally
generated revenue in their states. Therefore, the paper examines the growth rate of state
governments’ internally generated revenue in Nigeria between 1999 and 2011. The main
objective of this paper is to examine the relationship between internally generated revenue
and state governments’ expenditures. It also seeks to compare the growth rate of internally
generated revenue in urban and rural states. The paper adopts analytical and descriptive
approaches to examine the relationship between internally generated revenue and
government expenditures. The results of the paper revealed a direct relationship between the
growth rates of internally generated revenue and capital expenditures. On the overall, the
growth rate of state governments IGR was 20.1 per cent, compared to 30.0 per cent and 34.2
per cent for recurrent and total expenditures, respectively. Although, the growth rate of IGR
is higher in rural states than in urban states but the growth rates in expenditures are higher
than the growth rate of IGR. It was further discovered that the internally generated revenue of
urban states financed a greater proportion of their recurrent and total expenditures than the
IGR of rural states. The paper therefore recommended that more revenue should be given to
rural states to finance capital projects to enable them grow their internally generated
revenue, so as to promote economic development.
Keywords: Internally Generated Revenue (IGR), Expenditures, Urban states, rural states,
Federation Account.

58

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KIZITO EHIGIAMUSOE, Uyi</text>
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                <text>State governments in Nigeria are financed by funds from statutory allocations from the federal government and Internally Generated Revenue (IGR) from each state. But most state governments depend on the federal government due to the poor level of internally generated revenue in their states. Therefore, the paper examines the growth rate of state governments’ internally generated revenue in Nigeria between 1999 and 2011. The main objective of this paper is to examine the relationship between internally generated revenue and state governments’ expenditures. It also seeks to compare the growth rate of internally generated revenue in urban and rural states. The paper adopts analytical and descriptive approaches to examine the relationship between internally generated revenue and government expenditures. The results of the paper revealed a direct relationship between the growth rates of internally generated revenue and capital expenditures. On the overall, the growth rate of state governments IGR was 20.1 per cent, compared to 30.0 per cent and 34.2 per cent for recurrent and total expenditures, respectively. Although, the growth rate of IGR is higher in rural states than in urban states but the growth rates in expenditures are higher than the growth rate of IGR. It was further discovered that the internally generated revenue of urban states financed a greater proportion of their recurrent and total expenditures than the IGR of rural states. The paper therefore recommended that more revenue should be given to rural states to finance capital projects to enable them grow their internally generated revenue, so as to promote economic development.    Keywords: Internally Generated Revenue (IGR), Expenditures, Urban states, rural states, Federation Account.</text>
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                    <text>Assessing democracy in post-parliamentary elections 2013 in Albania
Alba Gerdeci
Epoka University
Albania
agerdeci@epoka.edu.al
MirelaAlhasani
Epoka University
Albania
malhasani@epoka.edu.al

Abstract: Recently, there has been a growing interest in the reforms being taken by the
Socialist Government in the Republic of Albania, in terms of deepening and promoting a
‘good sustainable democracy’ in the country after two decades of rocky, challenging
democratic transition. This majority came in power after the overwhelming victory in the
parliamentary elections held in June 2013 being credited in compliance with the European
standards in terms of reliability, fairness and political honesty.
This paper will evaluate the effectiveness of this ‘successful political rotation’ towards
establishment of a governmental accountability tradition with regard to equal, respectful and
fair job chances to every official of the public administration sector, which has been the most
sensitive corrupt and over-trodden segment as highlighted by the Socialist electoral rhetoric.
The research analysis will demonstrate that despite the elections triumph results, the Socialist
Government is pursuing and even deepening the democratic deficit in respect of rule of law,
and in particular in compliance with the civil status of public administration officials that
have to be hired based on professional meritocracy instead of political affiliation be it right
or left wing.
In order to achieve this analysis, we refer to social constructivism theoretical framework to
explore, identify and analyze the specific features of Albanian society, its cultural identity,
and its economic context; in addition, we refer to democratization literature on challenges of
fragile democracies. Finally, having drawn an objective picture of the current link between
the newly elected decision-makers and the social-economic circumstantial factors, we
highlight the democratic deficit and provide policy recommendations towards establishment
of non-politically biased public administration a very significant component for the
integration process of the country.
Keywords: Democracy consolidation, rule of law, public administration

22

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ALHASANI, Mirela</text>
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                <text>Recently, there has been a growing interest in the reforms being taken by the Socialist Government in the Republic of Albania, in terms of deepening and promoting a ‘good sustainable democracy’ in the country after two decades of rocky, challenging democratic transition. This majority came in power after the overwhelming victory in the parliamentary elections held in June 2013 being credited in compliance with the European standards in terms of reliability, fairness and political honesty.    This paper will evaluate the effectiveness of this ‘successful political rotation’ towards establishment of a governmental accountability tradition with regard to equal, respectful and fair job chances to every official of the public administration sector, which has been the most sensitive corrupt and over-trodden segment as highlighted by the Socialist electoral rhetoric. The research analysis will demonstrate that despite the elections triumph results, the Socialist Government is pursuing and even deepening the democratic deficit in respect of rule of law, and in particular in compliance with the civil status of public administration officials that have to be hired based on professional meritocracy instead of political affiliation be it right or left wing.     In order to achieve this analysis, we refer to social constructivism theoretical framework to explore, identify and analyze the specific features of Albanian society, its cultural identity, and its economic context; in addition, we refer to democratization literature on challenges of fragile democracies. Finally, having drawn an objective picture of the current link between the newly elected decision-makers and the social-economic circumstantial factors, we highlight the democratic deficit and provide policy recommendations towards establishment of non-politically biased public administration a very significant component for the integration process of the country.    Keywords: Democracy consolidation, rule of law, public administration</text>
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                <text>A Group of Travel Agents Relationship Marketing Practices</text>
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                <text>Gul Nihan Guven , YESILDAG</text>
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                <text>Enterprises that are in the goods and services industry have yielded to relationship marketing in order to gain new but loyal customers in an environment which is getting more and more rivalry, resemblance is more widespread, and in which the demands and the expectancy of the customers change very rapidly. It is understood that the loyal customers can be obtained through relationship marketing.     The purpose of this study, especially in recent years, the importance of the concept of relationship marketing is to describe the scope and applications. In this context literature and the data obtained from study are presented in sections. In this context, group travel agency located in Istanbul, one of 100 managers were interviewed and subjected to analysis of the data obtained results have been achieved.    Keywords: Relationship Marketing, Strategic Customer Management, Travel Agency.  </text>
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                    <text>Evaluation of E-Learning and LMS Usage at IBU
FeridHadzic
International Burch University
Bosnia and Herzegovina
ferid.hadzic@gmail.com
Abstract:Advances in the domain of information and communication systems have enabled
new methods for transfer and acquisition of knowledge to emerge and become popular. Elearning has become an area with substantial investments, both in financial terms and
research efforts directed towards optimization of existing education methods and discovery of
novel ways to disseminate knowledge through usage of modern technologies. The emphasis is
upon the importance of integrated learning paths that vary according to the student, the
subject material, the level of competence, and corporate or student preferences. Successful
implementation of e-learning requires the same management commitment as other missioncritical organization-wide initiatives. Most of all e-learning needs to be compelling to the
audience it targets, offering the learner a resource that is seen as appealing, valuable and
productive to their goals and aspirations. A learning management system (LMS) is a software
application for the administration, documentation, tracking, reporting and delivery of elearning education courses or training programs. This project describes the process used to
analyze needs and select a LMS. Readers will be provided with information about choosing
and evaluating a LMS, and also evaluation of LMS usage at The International Burch
University and how it is implemented, lessons learned, and tips for organizations seeking to
purchase a LMS in the future.
Keywords:
E-learning, Learning Management System (LMS), Technology, International
Burch University (IBU), Implementation, Evaluation.

101

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                <text>Advances in the domain of information and communication systems have enabled new methods for transfer and acquisition of knowledge to emerge and become popular. E-learning has become an area with substantial investments, both in financial terms and research efforts directed towards optimization of existing education methods and discovery of novel ways to disseminate knowledge through usage of modern technologies. The emphasis is upon the importance of integrated learning paths that vary according to the student, the subject material, the level of competence, and corporate or student preferences. Successful implementation of e-learning requires the same management commitment as other mission-critical organization-wide initiatives. Most of all e-learning needs to be compelling to the audience it targets, offering the learner a resource that is seen as appealing, valuable and productive to their goals and aspirations. A learning management system (LMS) is a software application for the administration, documentation, tracking, reporting and delivery of e-learning education courses or training programs. This project describes the process used to analyze needs and select a LMS. Readers will be provided with information about choosing and evaluating a LMS, and also evaluation of LMS usage at The International Burch University and how it is implemented, lessons learned, and tips for organizations seeking to purchase a LMS in the future.     Keywords:	E-learning, Learning Management System (LMS), Technology, International Burch University (IBU), Implementation, Evaluation.</text>
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                    <text>Albanian Trade and Income Inequality
Mergleda Hodo
Epoka University
Albania
mhodo@epoka.edu.al

Abstract: Briefly, this research paper will demonstrate if the forecasts of Heckscher-Ohlin
theory, that inequality increases in wealthy countries and decrease in developing countries,
like Albania, as a result of increased trade, is true for our case.
This paper uses theoretical and empirical research with the intention of showing how trade
and trade liberalization influence income distribution and income inequality. Trade
liberalization enhances overall welfare; most of the time gains from trade are considerable
but are not distributed equally. The focus of this research paper is finding out how this affects
Albania in particular. These effects of trade are evaluated essentially through price changes,
keeping under spotlight the possible changes in relative demand for domestic factors of
production, especially the demand for skilled compared to unskilled labor.
The regression model is used to find the correlation between trade and income inequality in
Albania for years 2000-2011. Albanian trade parameters are taken from the Albanian
Institution of Statistics and World Bank and are compared to the measures of inequalities in
the country to extrapolate a conclusion in regards the impact of trade openness on income
inequalities. Greater sincerity to world markets can affect income distribution between and
within countries. So the increase in growth due to trade openness has a pejorative effect on
the poor and causes unequal distribution of income. Based on the findings, trade
liberalization is found to be related to income inequality. Does inequality increases in capital
and land abundant countries while decreases in labor abundant countries when they
experience trade liberalization?

Keywords: Trade liberalization, income inequality, Heckscher-Ohlin theory, capital.

75

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                <text>Briefly, this research paper will demonstrate if the forecasts of Heckscher-Ohlin theory, that inequality increases in wealthy countries and decrease in developing countries, like Albania, as a result of increased trade, is true for our case.    This paper uses theoretical and empirical research with the intention of showing how trade and trade liberalization influence income distribution and income inequality. Trade liberalization enhances overall welfare; most of the time gains from trade are considerable but are not distributed equally. The focus of this research paper is finding out how this affects Albania in particular. These effects of trade are evaluated essentially through price changes, keeping under spotlight the possible changes in relative demand for domestic factors of production, especially the demand for skilled compared to unskilled labor.    The regression model is used to find the correlation between trade and income inequality in Albania for years 2000-2011. Albanian trade parameters are taken from the Albanian Institution of Statistics and World Bank and are compared to the measures of inequalities in the country to extrapolate a conclusion in regards the impact of trade openness on income inequalities. Greater sincerity to world markets can affect income distribution between and within countries. So the increase in growth due to trade openness has a pejorative effect on the poor and causes unequal distribution of income. Based on the findings, trade liberalization is found to be related to income inequality. Does inequality increases in capital and land abundant countries while decreases in labor abundant countries when they experience trade liberalization?       Keywords: Trade liberalization, income inequality, Heckscher-Ohlin theory, capital.</text>
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                    <text>Women Empowerment; Compression between Albania and Kosovo
JonaHoxhaj
Epoka University
Albania
jhoxhaj10@epoka.edu.al
Elena Pici
Epoka University
Albania
epici10@epoka.edu.al

Abstract: This paper examines in details the increscent of woman empowerment in developing
countries by referring to two examples in Balkan states, which are states with low integration
and growth, Albania and Kosovo. These states are working toward elimination of gender
inequality and woman empowerment in state institutions, by putting targets of participation
percentage of women in parliament, governments and even in lower positions. Still women
continuously face difficulties and obstacles towards their full participation in public life in
developing countries.
Albania as a post communism country has a higher percentage of people with higher
education than Kosovo, which also indicates that women are also more integrated into
society. But Kosovo on the other side as a post war country with a very high presence of
international influence has put a very strict law and obligatory implementation of women
participation in all institutions and decision making bodies. Kosovo is striving hard to be the
leader for this issue in region, but individual success of some women in Kosovo does not
mean that the culture of equality is reflected in all population. Situation of women
empowerment is widely spread in both countries and is considered a big vision for these
states toward improvement and further development. Especially very careful analyses were
done to put the light on the situation in rural areas, where women are not aware of their
rights and are not informed about the justice, freedom and other essential human rights they
possess and also what is being done to change this situation those parts of the countries.
Lastly, after examination of each countries standing position for protection of the dignity by
women themselves, and empowerment in social life, a compression between them will be
made based on the current situation and women participation in key political, economical and
social positions in these countries.
Keywords: Women empowerment, Albania, Kosovo, Key positions, Education, Woman
Participation.

41

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PICI, Elena</text>
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                <text>This paper examines in details the increscent of woman empowerment in developing countries by referring to two examples in Balkan states, which are states with low integration and growth, Albania and Kosovo. These states are working toward elimination of gender inequality and woman empowerment in state institutions, by putting targets of participation percentage of women in parliament, governments and even in lower positions. Still women continuously face difficulties and obstacles towards their full participation in public life in developing countries.     Albania as a post communism country has a higher percentage of people with higher education than Kosovo, which also indicates that women are also more integrated into society. But Kosovo on the other side as a post war country with a very high presence of international influence has put a very strict law and obligatory implementation of women participation in all institutions and decision making bodies. Kosovo is striving hard to be the leader for this issue in region, but individual success of some women in Kosovo does not mean that the culture of equality is reflected in all population. Situation of women empowerment is widely spread in both countries and is considered a big vision for these states toward improvement and further development. Especially very careful analyses were done to put the light on the situation in rural areas, where women are not aware of their rights and are not informed about the justice, freedom and other essential human rights they possess and also what is being done to change this situation those parts of the countries.     Lastly, after examination of each countries standing position for protection of the dignity by women themselves, and empowerment in social life, a compression between them will be made based on the current situation and women participation in key political, economical and social positions in these countries.  Keywords: Women empowerment, Albania, Kosovo, Key positions, Education, Woman Participation.</text>
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                    <text>Discrimination in Higher Education is Source of Conflict: Albanian in
Macedonia
EmirjonaHuti
Epoka University
Albania
ehuti10@epoka.edu.al
BekirCinar
Epoka University
Albania
bcinar@epoka.edu.al

Abstract: This paper is explaining discrimination of Albanian youth in higher education who
live in Macedonia.There are considerable amount of ethnic Albanians living in Macedonia. It
is known fact that ‘bitter disputes exist between the majority Orthodox Macedonians and
Muslim Albanians, who make up a quarter of Macedonia's population’. There are various
reasons why there are ‘bitter disputes’; one these disputes arise from discrimination in higher
education.
It is an empirical study which has employed qualitative as well as quantitative methods.
Survey and interviews are conducted in order to collect primary data. This data was analyzed
and discussed under the available official data and literature for reaching a credible
conclusion.
This research is providing quite important information why this conflict is happening and
what are the root causes of the conflicts.
Despite the secondary sources, the research is based on the survey, which is addressed to the
students who can easily show and describe the problems that the students face due to
discrimination. The research indicates that the discrimination has great impact on the conflict
and without addressing this discrimination in higher education; it could be more difficult to
find a plausible solution to the problem for future of Macedonia.
Keywords: Discrimination, Higher Education, Youth, Conflict

20

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                <text>HUTI, Emirjona
CINAR, Bekir </text>
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                <text>This paper is explaining discrimination of Albanian youth in higher education who live in Macedonia.There are considerable amount of ethnic Albanians living in Macedonia. It is known fact that ‘bitter disputes exist between the majority Orthodox Macedonians and Muslim Albanians, who make up a quarter of Macedonia's population’. There are various reasons why there are ‘bitter disputes’; one these disputes arise from discrimination in higher education.     It is an empirical study which has employed qualitative as well as quantitative methods. Survey and interviews are conducted in order to collect primary data. This data was analyzed and discussed under the available official data and literature for reaching a credible conclusion.     This research is providing quite important information why this conflict is happening and what are the root causes of the conflicts.   Despite the secondary sources, the research is based on the survey, which is addressed to the students who can easily show and describe the problems that the students face due to discrimination. The research indicates that the discrimination has great impact on the conflict and without addressing this discrimination in higher education; it could be more difficult to find a plausible solution to the problem for future of Macedonia.    Keywords: Discrimination, Higher Education, Youth, Conflict</text>
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                    <text>Albanian Performance in Target Achievements toward 2020 Growth
Strategy
EglantinaHysa
Epoka University
Albania
ehysa@epoka.edu.al
Abstract: Albania being part of South East Europe is trying to meet the standards of
European Union by stating a clear vision for 2020 growth strategy, which is similar to
European Union’s “Europe 2020 Growth Strategy”. This strategy consists of economic
reforms implementation according to five growth pillars: 1- Integrated growth; 2- Smart
growth; 3- Sustainable growth; 4- Inclusive growth; and 5- Governance for growth. Albania
strives to achieve the EU standards in order to be considered for a further inclusion to EU,
but from the other side it has to cooperate with SEE countries in order benefit from a win-win
situation.
The first aim of this study is the analysis of the Albanian economic conditions comparing to
the other SEE countries. Albania is generally founded below the SEE averages in the growth
pillar achievements. Meanwhile there are some components of these pillars where Albania
shows a better performance but still too far from the European Union countries. This list
includes indicators such as: estimated software piracy rates related to smart growth,
entrepreneurship related to sustainable growth, employment (15+) related to Inclusive
growth.
The second aim is the comparison of the present and the future of Albania taking into the
consideration the reforms to meet the 2020 growth targets. Although the time left, less than
six year, is very limited to meet the above mentioned strategy, Albania has its capacities to
fulfill all the tasks. Lastly, this study draws some specific recommendations and conclusions
for the Albanian case based on the above figures and on the new reforms of the last elected
government in Albania.
Keywords: Economic Growth, European Union, SEE Countries, Albania.

80

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                <text>Albania being part of South East Europe is trying to meet the standards of European Union by stating a clear vision for 2020 growth strategy, which is similar to European Union’s “Europe 2020 Growth Strategy”. This strategy consists of economic reforms implementation according to five growth pillars: 1- Integrated growth; 2- Smart growth; 3- Sustainable growth; 4- Inclusive growth; and 5- Governance for growth. Albania strives to achieve the EU standards in order to be considered for a further inclusion to EU, but from the other side it has to cooperate with SEE countries in order benefit from a win-win situation.    The first aim of this study is the analysis of the Albanian economic conditions comparing to the other SEE countries. Albania is generally founded below the SEE averages in the growth pillar achievements. Meanwhile there are some components of these pillars where Albania shows a better performance but still too far from the European Union countries. This list includes indicators such as: estimated software piracy rates related to smart growth, entrepreneurship related to sustainable growth, employment (15+) related to Inclusive growth.     The second aim is the comparison of the present and the future of Albania taking into the consideration the reforms to meet the 2020 growth targets. Although the time left, less than six year, is very limited to meet the above mentioned strategy, Albania has its capacities to fulfill all the tasks. Lastly, this study draws some specific recommendations and conclusions for the Albanian case based on the above figures and on the new reforms of the last elected government in Albania.       Keywords: Economic Growth, European Union, SEE Countries, Albania.</text>
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                    <text>The Importance and Place of Information Technology in the Changing
Marketing Concept
Hacı Mustafa Paksoy
Kilis 7 Aralik University
Turkey
hmpaksoy@yahoo.com
BelkısDilekÖzbezek
Kilis 7 Aralik University
Turkey
dilekozbezek@gmail.com
ErhanKilinç
Kilis 7 Aralik University
Turkey
erhankilinc@kilis.edu.tr
Abstract: Today, information is a strategic competitive tool for marketing and management,
thus marketing decisions should be supported from various sources provided accurate,
current and reliable information. Many concepts such as definition, scope and role of
marketing have been changed in this transitional process. These developments, consisting of
complex and closely related processes have exposed the necessity that societies should live on
by thinking of global world. Although the literature covers a short period of practice, with a
history dating back to the history of mankind has comprise the process of marketing
disciplines examining the theoretical foundations of information technology is shaped by the
changing role of marketing helps us to understand. Nowadays, the internet that is one of the
major information technology tools use in the field of change, distribution and
communication has radically affect all of the marketing mix variables. This change was
needed to see such a study.
The aim of this article which based on literature research is to put forth a new marketing
perspective that shaped with information technologies in the context of innovations that
constituted in marketing activities and function of information technologies. For this purpose
the research literature were examined in depth, and we have tried to explain information
technology under the new marketing perspective. After brief summary the study will examined
within, the definition of globalization and development of information and communication
technologies and the spread of the internet. Then the changing role of marketing by
establishing parallel connections with developments in information and communication
technologies defined in detail. At the conclusion part the role and importance of information
technology in changing marketing approach evaluated.
Keywords: Globalization, Internet, Marketing History, Marketing Thought, Information
Technologies.

187

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                <text>Hacı, MUSTAFA PAKSOY
Belkıs, DILEK ÖZBEZEK
Erhan, KILINÇ</text>
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                <text>Today, information is a strategic competitive tool for marketing and management, thus marketing decisions should be supported from various sources provided accurate, current and reliable information. Many concepts such as definition, scope and role of marketing have been changed in this transitional process. These developments, consisting of complex and closely related processes have exposed the necessity that societies should live on by thinking of global world. Although the literature covers a short period of practice, with a history dating back to the history of mankind has comprise the process of marketing disciplines examining the theoretical foundations of information technology is shaped by the changing role of marketing helps us to understand. Nowadays, the internet that is one of the major information technology tools use in the field of change, distribution and communication has radically affect all of the marketing mix variables. This change was needed to see such a study.     The aim of this article which based on literature research is to put forth a new marketing perspective that shaped with information technologies in the context of innovations that constituted in marketing activities and function of information technologies. For this purpose the research literature were examined in depth, and we have tried to explain information technology under the new marketing perspective. After brief summary the study will examined within, the definition of globalization and development of information and communication technologies and the spread of the internet. Then the changing role of marketing by establishing parallel connections with developments in information and communication technologies defined in detail. At the conclusion part the role and importance of information technology in changing marketing approach evaluated.    Keywords: Globalization, Internet, Marketing History, Marketing Thought, Information Technologies.  </text>
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