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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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