Miller, Fred; Hamdi Demirel, A. - In: International Marketing Review 5 (1988) 1, pp. 7-19
The article examines the Turkish beer market and the experience of Turkey's most successful brewer, Efes Pilsen, within that market. Using the product life cycle, it describes the development of the market and Efes' competitive strategies. It assesses the impact of the government's 1984 decision...