Browsing by Author "Genc, Eda Aylin"

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From bazaars to digital environment: A short history of marketing in the Turkish context
(Emerald Group Publishing Ltd., 2018) Eda Aylin Genc; Metehan Igneci; Igneci, Metehan; Genc, Eda Aylin
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 handin-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. © 2023 Elsevier B.V. All rights reserved.