International Marketing in Crises Situation in Turkey

Ilkay Karaduman, Ovais Vohra


This research study is conducted with the primary aim of exploring effective marketing strategies in times of crisis; using Turkey as a case study. The purpose of current study is to assess the crisis situation prevailed in Turkey The study focus on the crises situation in Turkey and recommend the number of different marketing strategies for Turkish companies  in order to retain their market share in crises situation.

Turkey is the growing economy however bigger challenges still persist. Current account deficits are still looming large on Turkey with financial turmoil that is striking constant troubles. These problems need to be tackled along with outgrowing the local business with the help of strategic marketing and communication’s plan to handle economic troubles, otherwise with these set of problems at hand, Turkey is likely to suffer even more in coming time.

The researcher has attempted to provide a number of recommended actions as suggestions that were primarily derived from a combination of secondary and primary research work undertaken within its fold. Through promoting positive features about an offered product and through converting bad promotional messages into good ones, the company can attract more customers and leads into a business. Price penetration strategy and other marketing strategies discussed that may help companies to maintain their market share in crises situation. The results of the study and the underlying survey identified the key areas of improvement in the Turkish investment climate; stating that strong regulatory frameworks, growth of the private sector and innovation policies along with employee generation are some recommended options that can go a long way in developing the markets.

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World Journal of Business and Management   ISSN 2377-4622

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