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Marketing management in Turkey
Linnaeus University, School of Business and Economics, Department of Marketing.ORCID iD: 0000-0003-2248-0802
Bahçeşehir University, Turkey.
2018 (English)Collection (editor) (Refereed)
Abstract [en]

Emerging market economies have long been a significant driver of global growth, and since the beginning of the new millennium they have gained greater importance than ever. Economists state that the economies of emerging countries are rapidly catching up with those of developed countries and are even predicted to overtake some of them by 2020. A deep understanding of emerging markets is crucial, then, to build tailored products and marketing programs that will capitalize on such rapid growth. 

In Marketing Management in Turkey, Selcen Ozturkcan and Elif Yolbulan Okan present the reader with marketing opportunities, market potential, and standardization and customization opportunities available within a fast-growing emerging economy—namely, the Turkish economy. Along the way, the book also offers important insights into issues affecting similar emerging markets by detailing the common perceptions and misconceptions around the unique opportunities they appear to offer.  

This book will be of keen interest to practitioners interested in investing in emerging markets, and it will also have much to offer to researchers and students interested in the future of the global economy.

Place, publisher, year, edition, pages
Bingley, UK: Emerald Group Publishing Limited, 2018, 1. , p. 339
Series
Marketing In Emerging Markets
National Category
Business Administration
Identifiers
URN: urn:nbn:se:lnu:diva-77312ISBN: 9781787145580 (print)ISBN: 9781787145573 (electronic)ISBN: 9781787439276 (electronic)OAI: oai:DiVA.org:lnu-77312DiVA, id: diva2:1241405
Available from: 2018-08-23 Created: 2018-08-23 Last updated: 2019-05-20Bibliographically approved

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CiteExportLink to record
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Citation style
  • apa
  • harvard1
  • ieee
  • modern-language-association-8th-edition
  • vancouver
  • Other style
More styles
Language
  • de-DE
  • en-GB
  • en-US
  • fi-FI
  • nn-NO
  • nn-NB
  • sv-SE
  • Other locale
More languages
Output format
  • html
  • text
  • asciidoc
  • rtf