Analyzing the changes in marketing activities of Turkish enterprises in the period of economic crisis

Apaydin, Fahri; Geçti, Fatih

doi:10.1037/e605142012-005

PsycEXTRA Dataset 2011

DOI: 10.1037/e605142012-005

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Analyzing the changes in marketing activities of Turkish enterprises in the period of economic crisis

Fahri Apaydin¹,

Fatih Geçti²

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2011

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“…But in effect, only financially strong companies usually exploit these opportunities. Firms that are aware of this and have the financial capabilities increase promotions very selectively in advertising media, building value of their brands in the long term (Chou and Chen, 2004;Shama, 1993;Apaydın and Geçti, 2011). Firms need to reevaluate precisely their entire costs including marketing costs during recession periods.…”

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Changes in Marketing Strategies and Performance Outcomes of Turkish Firms in 2008 Global Economic Recession

Apaydin¹

2011

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The role of marketing during the economic recession becomes more significant than usual times. It is necessary to understand how firms should adjust their marketing strategies to handle with recessions. Although recessions have been studied primarily in finance and economics, there is a void in marketing literature about it. Recessions have significant effects on consumer behaviors and substantial impacts on firms, and these affect particular socio-demographic strata and business segments in different ways. The effects of recessions need to be examined both to cope with the ensuing problems and to get ready for prospective recessions. This exploratory research paper examines the changing marketing practices, marketing opportunities, and strategies of Turkish firms that were employed to respond to 2008 global economic crises, which caused recession in many economies. It was observed that adjustments are needed in marketing strategies and activities during economic recessions to benefit from arising opportunities and keep away from arising threats.

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Changes in Marketing Strategies and Performance Outcomes of Turkish Firms in 2008 Global Economic Recession

Apaydin¹

2011

IBR

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Analyzing the changes in marketing activities of Turkish enterprises in the period of economic crisis

Cited by 1 publication

References 0 publications

Changes in Marketing Strategies and Performance Outcomes of Turkish Firms in 2008 Global Economic Recession

Changes in Marketing Strategies and Performance Outcomes of Turkish Firms in 2008 Global Economic Recession

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