Ấn phẩm:
A global brand in a local market. Vol. 4 No.8 2014 [Tài nguyên điện tử]
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Tóm tắt
This case looks into a well-known global carbonated drinks brand in Turkey and what it has done to become a true global brand with a local touch, especially at hard times when the country was facing a major economic crisis in 2001, and then later in 2008 during the global crisis. In this case, we see how this international brand reacted under these harsh circumstances, what they have done to be able to move closer to the hearts of Turkish consumers. We also see the importance of continuation of marketing and communication efforts for brands when economic conditions are not so good. Consumers are quick to respond to brands which keep talking to them, keeping the dialogue channels open and give those brands credit long after the crisis is over.
Mô tả
Emerald Emerging Markets Case Studies
Năm xuất bản
2014
Tác giả
Vardar, Nύkhet
Nhà xuất bản
Emerald Group Publishing Limited
Bộ sưu tập
Vui lòng sử dụng ứng dụng TMU DRM để tải/mượn tài liệu số
