Chapter 1.2: From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context

Genc, Eda Aylin; Igneci, Metehan

doi:10.1108/978-1-78714-557-320181003

Cited by 2 publications

(2 citation statements)

References 18 publications

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“…Yet, Turkey has remained rather underresearched when compared to Western countries such as Australia, Canada and Italy, where special issues dedicated to the development of marketing practices and thought exist. Given the long existence of the Ottoman Empire and considering its important political, cultural and economic role it had played throughout the early modern period makes it an interesting subject of study for marketing historians (Köse, 2008; Karababa, 2015; Genc and Igneci, 2018). Further, during the nineteenth and early twentieth centuries the Ottoman Empire/Turkey was a testing ground for foreign companies to develop marketing strategies by adjusting to the ever-changing political, social and cultural circumstances.…”

Section: Discussionmentioning

confidence: 99%

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

Köse

2019

JHRM

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Purpose This paper aims to investigate the introduction of Nescafé, a brand of the Swiss multinational company Nestlé, into the Turkish market and examines the formative period (1952-1987) before it succeeded to become the most popular and leading coffee brand in Turkey. By that it aims to draw attention to Turkey as an interesting case in point for the study of the history of marketing practices in a non-Western context. Design/methodology/approach This study deploys a variety of largely unexplored material ranging from archival sources to newspaper reports and advertisements. In the first part, archival sources provided by the Nestlé archives (AHN) will be analyzed to present the company’s marketing strategy. As the amount on advertisements between 1952 and 1984 remained modest, the second part is devoted to the analysis of Turkish media reports to discuss Nescafé’s public perception. Findings The paper demonstrates that during the period under consideration the instable political and economic environment was pivotal for Nescafé’s marketing. Nestlé in the early years used similar strategies as in the West advertising Nescafé as a premium product for the upper middle-class. Due to import restrictions, it was a scarce and high-priced product. Nescafé succeeded to become a highly esteemed and sought-after product because it stood for Western modernity and prosperity. The study argues that it was not primarily Nestlé’s marketing that resulted in Nescafé’s considerable brand recognition but its public “visibility” through media reporting. Research limitations/implications This study is a preliminary attempt to investigate the history of instant coffee and its marketing in a non-Western market. The paper is mainly focused on Nescafé because it was and still is the most important brand in Turkey. Further, this paper brings into spotlight a country with distinct sociopolitical and cultural particularities which distinguish it from Western countries and allow to scrutinize how marketing practice and thought may develop in a non-Western setting. Further research is needed as Turkey's specific marketing environment is far from being thoroughly investigated. Originality/value By focusing on Turkey, this paper provides an insight into the specific ways Nescafé was marketed, consumed and perceived in a non-Western market. By that it allows to consider how multinational companies responded and adapted to a culturally, politically and economically challenging environment.

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Section: Discussionmentioning

confidence: 99%

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

Köse

2019

JHRM

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“…Walaupun mempunyai bilangan petikan yang tinggi, negara-negara ini bekerjasama sangat sedikit dalam penglibatan pengaruh media sosial dalam penyelidikan iklan tajaan dari 2012 hingga 2021. Negara-negara ini telah lama menggunakan media sosial, tetapi penyelidikan mengenai pengaruh media sosial hanya bermula pada pertengahan 2000-an (Genc & Igneci 2018). Kekuatan rangkaian keseluruhan yang rendah bagi negara-negara ini juga mungkin dijelaskan oleh penyertaan lewat dalam pemasaran media sosial, pemasaran digital, dan penyelidikan industri dan akademik pengiklanan.…”

Section: Jurnal Yang Paling Banyak Dipetikunclassified

Media Sosial dan Iklan Tajaan: Analisis Bibliometrik dan Rangkaian

2023

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Kajian mengenai pengaruh media sosial telah banyak dikaji. Petikan dan analisis rangkaian pengaruh media sosial dalam iklan tajaan masih terhad. Cerapan artikel dalam bidang ini masih rendah, dan tiada maklumat keseluruhan data yang tersedia untuk penyelidik buat masa ini. Ini menyebabkan limitasi pengetahuan pemilihan jurnal dan petikan. Menggunakan kaedah bibliometrik, kajian ini mengkaji petikan dan analisis rangkaian pengaruh media sosial dalam iklan tajaan. Pangkalan data WOS digunakan untuk analisis data bibliometrik, manakala PRISMA dan VOSviewer sebagai alat ukur. Hasil kajian ini menemui 150 artikel dengan 5115 petikan mengenai pengaruh media sosial dalam iklan tajaan. Jurnal Penyelidikan Perniagaan, Leeflang sebagai pengarang, Universiti Groningen, dan negara Amerika Syarikat mempunyai petikan yang paling banyak. Kata kunci "social media" dan "social media marketing" juga menunjukkan kekerapan penggunaan. Kajian ini memberi manfaat kepada penyelidik dalam usaha penyelidikan dan membantu lembaga editor jurnal untuk menjejak kemajuan dan potensi pengarang dalam penyelidikan yang berkaitan. Kajian ini turut memberi impak positif kepada industri penerbitan dalam penyediaan trend pemilihan jurnal oleh penyelidik.

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Chapter 1.2: From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context

Cited by 2 publications

References 18 publications

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

“The fact is, that Turks can’t live without coffee…” the introduction of Nescafé into Turkey (1952-1987)

Media Sosial dan Iklan Tajaan: Analisis Bibliometrik dan Rangkaian

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