Dear Marketing Scholars,

The 28th Marketing Congress was held between 8–11 October 2025 in Ölüdeniz, Fethiye, hosted by the Faculty of Business Administration (Fethiye) of Muğla Sıtkı Koçman University. Fethiye, which has been an important settlement since ancient times, is a major tourism destination distinguished by its rich historical and cultural heritage. We were honored to convene the most significant platform for meeting and knowledge sharing within the marketing academic community in this distinguished location.

The theme of the Congress was determined as Marketing 5.0. Defined as a set of technologies aimed at replicating marketers’ capabilities through the use of advanced technologies, Marketing 5.0 encompasses artificial intelligence, robotics, augmented reality, virtual reality, the Internet of Things, and blockchain technologies. In particular, the use of these technologies enables the personalization of marketing strategies for each individual customer through the process known as “segment of one” marketing. Within the scope of the Congress, the contributions of these rapidly emerging technologies to the field of marketing were discussed in greater depth.

A total of 194 academics participated in the 28th Marketing Congress. With 113 paper submissions, the highest number recorded in the history of the Congress, 100 papers were accepted and presented orally in 24 sessions. In addition, the opening keynote address was delivered by Prof. Dr. Mahir Nakip under the title “Marketing 1, 2, 3, 4, 5… and Beyond.” Furthermore, a case presentation entitled “Sustainable Event Management: The Case of the Adana Orange Blossom Carnival” was delivered by Prof. Dr. Canan Madran, moderated by Prof. Dr. Bahtışen Kavak. As part of the Congress opening, three doctoral dissertations submitted to the traditional doctoral colloquium were evaluated. Moreover, the Best Paper Award, organized annually by the Marketing and Marketing Research Association, was presented in memory of the late Prof. Dr. Mehmet Oluç, a distinguished academic who played a pioneering role in the dissemination of marketing science in Türkiye, with the aim of encouraging scientific studies and research in the field of marketing.

I would like to express my sincere gratitude to Prof. Dr. Turhan Kaçar, Rector of Muğla Sıtkı Koçman University; Prof. Dr. İlknur Koca, Dean of the Faculty of Business Administration (Fethiye); and the members of the Board of Directors of the Marketing and Marketing Research Association for their invaluable support. I also extend my appreciation to the field coordinators, reviewers, session chairs, and all esteemed colleagues who devoted their valuable time and efforts to the Congress. I would like to thank all members of the Organizing Committee for their significant contributions, and Assoc. Prof. Dr. Abdulkadir Karadeniz, who established the technical infrastructure of the Congress website and provided continuous support throughout the process. Furthermore, I would like to express my gratitude to Fethiye Municipality, Ülker, Muğla Chamber of Commerce and Industry, Muğla Commodity Exchange, Makri Olive Oils, the Fethiye Branch of the Chamber of Shipping, the Fethiye Chamber of Certified Public Accountants, and Servet Şekerleme for their financial and moral support, which played a vital role in the realization of the Congress.

We look forward to meeting again next year.

Prof. Dr. Nilsun Sarıyer
Chair of the Organizing Committee