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The introduction of consumer products can be traced back to the invention of the wheel, and after the first invention, humankind discovered that what can be consumable is marketable. Therefore, it is safe to suggest that the development of marketing, in thought and practice, has always been hand-in-hand with the evolution of humankind. Modern Turkey or Anatolia, one of the cradles of civilisation located in the Fertile Crescent or, in other words, Old Mesopotamia, has always been the centre of trade and marketing. As an emerging economy, Turkey has a lot to combine the ways of western practices with market dynamics unique to her, whereas authors find the development of marketing practices in Turkey exceptionally interesting. Therefore, this chapter aims to provide an insight and a brief history regarding the development of the Turkish marketing context throughout the years. We believe that this contribution will be helpful to those who are interested in the development of marketing in an emerging economy in an academic fashion, as well as for those who are attracted to follow the footprints of the modern era’s business environment.

The purpose of this paper is to examine the key differences between first- and second-generation immigrant entrepreneurs in their path to entrepreneurship. The aim of the study is to better understand entrepreneurial motivations amongst immigrants by comparing first- and second-generation entrepreneurs in their motivation for business entry, reliance on co-ethnic market, use of social and financial capital, business planning and marketing practices.

Using an interpretivist approach and a qualitative design, this study comprises 20 in-depth interviews with first- and second-generation Turkish entrepreneurs (TEs) in Melbourne, Australia. Turks in Australia were chosen because of their high level of entrepreneurial activity. In order to uncover deep-seeded motivations, participants were interviewed in a face-to-face format guided by a semi-structured interview guide.

The second-generation TEs were distinctively different from their first-generation counterparts in motivation for business entry, business establishment and use of ethnicity. The analysis shows that although the generations differ in their approach to business establishment, they both appear to be drawn to entrepreneurship based on “pull factors”. This is in contrast with previous literature suggesting that first-generation immigrant entrepreneurs were motivated by “push factors”.

This paper suggests that both first- and second-generation immigrant entrepreneurs are “pulled” into entrepreneurship voluntarily. While the first-generation entrepreneurs seem to be motivated/pulled by financial reasons, the second generation are motivated by opportunity recognition, status and ambition. Nevertheless, a lack of trust in government support agency is found within both generations. Thus, outreach activities towards entrepreneurial immigrant communities may have positive effects for the economy as well as in the integration of ethnic enclaves.

Examines how Turkish industrial purchasing managers perceive US, Japanese, German and national suppliers. Indicates that German and Japanese suppliers are perceived more favourably in their marketing practices. Turkish industrial buyers’ willingness to buy from these suppliers is in agreement with how they perceive these suppliers. Factor analysis of the attitudinal statements used in the study groups the features of the suppliers in four categories.

This paper aims to understand how social, cultural and political economic dynamics inform packaging design. Specifically, it focuses on one of the oldest Turkish pasta brands, Piyale, and seeks to understand the impact of the changes in the macro-institutional structures on its packaging practices over the course of almost a century.

The analysis is mainly based on data collected through archival and documentary research. The archival data are gathered from various sources including the personal archives of the former managers, advertisements published in the popular magazines of the time and industry reports and documents. Data are analyzed using a combination of compositional and social semiotic analysis.

The analysis indicates four distinct periods in the brand’s history. The design elements and visual identity reflect the social, cultural, political, economic and technological changes shaping the Turkish society in these different time periods. The findings show that a socio-historically situated analysis of a brand’s packaging design transformation reveals the complex relationship between design and culture and provides clues to the market-society interface.

This study provides a comprehensive historical analysis of the visual identity evolution of the oldest Turkish pasta brand Piyale and contributes to research on packaging histories in the non-Western markets.

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.

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.

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.

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.

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.

When it comes to the analysis of markets, difference has been described as a tool for competition and for carving out specific target groups. Once it is taken as factual, the significance of difference for market processes is undoubted. Taking a practice theoretical perspective at the market for Islamic fashion in Berlin, this paper explores what comes before. It intends to investigate not only the effects of difference but also its performance. Investigating how difference is accomplished by entrepreneurs as active agents of the market will also shed light on the societal surroundings of the market and the ways in which it is embedded in its sociocultural and discursive environment, hence highlighting the significance of its context for economic action, and vice versa.

This paper aims to assess recent acculturation theory regarding the existence of two co-existent characteristics, the public and private. This has been focussed on the ethnic Turkish community in The Netherlands.

Considering more than 200 second- and third-generation citizens, the underlying structure of this acculturation using an established two-dimensional public/private metric has been identified using exploratory factor analysis. An assessment has been made of generational differences, alongside associations with the respective assessment of host and ethnic identity.

The findings in the paper suggest that the Turkish acculturation within The Netherlands is based on “Turkish socialisation”, “Islamic faith/religion”, “Dutch socialisation” and “Dutch assimilation”. The “socialisation” constructs capture both public and private experiences, suggesting acculturation is more one-dimensional. Furthermore, these constructs display the greater associations with their respective identity measures, and this ethnic identity is increasing rather than diminishing by generation.

As emerging ethnic markets continue to become more mainstream in Western Europe, their marketing importance also grows. Muslim immigrants are a growing interest of marketers, as they grow in size and purchasing power, and marketers use sub-cultural segmentation and targeted marketing to reach these consumers.

This chapter analyses the marketing management practices for the video games industry in Turkey. To identify the extended value chains and define the critical success factors in this local environment, we invited the members of OYUNDER – Game Developers, Designers and Publishers Association in Turkey – to participate in an online survey. The following three main research questions guided this survey: (1) How video game developer companies resolve marketing decisions, decide on their marketing mix and create marketing plans; (2) how they perceive the importance given to marketing in their industry and (3) how they measure and judge the success of their marketing activities. Results indicate that Turkish video game developers are predominantly male and young. They organise and work in small teams. They lack marketing planning as indicated by actualised versus expected revenues and marketing spendings. Only 23.7% of the participants report employing marketing-related staff and their opinions of marketing-related business partners – such as advertising and PR agencies – are negative due to these institutions’ perceived lack of industry experience. The developers mainly use social media channels and digital advertising for their marketing needs. Above-the-line advertising is the least used channel, with content, influencer and below-the-line marketing channels ranging in the middle. They report confidence in managing campaigns for social media, digital marketing and content marketing. However, they believe that they lack the skills to manage above-the-line and below-the-line marketing activities, reporting lack of capital and human resources as the main barriers. Although they believe that marketing can help them reach new customers, they are also afraid to take risks and admit to being conservative in marketing practices.

This paper sets out to provide an evaluation of population characteristics and historical trends for immigrant Turks within the mainstream German population with a view to informing target marketing strategies aimed at this growing and important segment.

The paper is based on a literature review. The history of Turkish immigration into Germany from the 1960s onwards is discussed. Differences in motivation, life aims, economics potential, language skills and media use between the first and second generation are assessed and the implications for marketing and retail practice evaluated.

Findings indicate significant differences between the Turkish subculture and German mainstream culture. The importance of trust as a core family value, continuing affiliation with the “homeland” the emergence of a proliferation of Turkish language media and a comparatively youthful and affluent segment profile provide an argument for the value of ethnic marketing campaigns aimed at this consumer group as well as accommodation in the retail land service sector.

The paper is secondary‐source based only.

A thorough analysis of the history and characteristics of this segment is provided to add to the English language literature on ethnic marketing.