search query: @author Demirel, A. H. / total: 1
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| Author: | Miller, F. Demirel, A. H. |
| Title: | Efes Pilsen in the Turkish beer market : Marketing consumer goods in developing countries. |
| Journal: | International Marketing Review
1988 : SPRING, VOL. 5:1, p. 7-19 |
| Index terms: | MARKETING STRATEGY BREWING INDUSTRY MARKET SHARE TURKEY |
| Language: | eng |
| Abstract: | An examination of the Turkish beer market and most successful brewer, Efes Pilsen, reviewing modern Turkish history and a beer market overview. Use of product life-cycle to describe market development and Efes' strategies to compete. Impact of government decision to reclassify beer as an alcoholic beverage and lessons for marketing non-essential consumer goods in developing countries. Four Figures illustrate the beer market. |
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