Marketing Management in Turkey: Cases and Challenges

This collection of Turkish marketing cases had its origin in the fall of 2003 when I arrived at Bilkent University as a visiting professor of marketing in the business school. In preparing course outlines for the coming term, I asked my colleague Ozlem Sandikci where I could find some good Turkish marketing cases that I might use. Her answer was: "There are none". "No good ones do you mean?" 'There are no Turkish marketing cases", she said. "We use European and American cases". That seemed both incredible and unfortunate, but it turned out to be true. Turkey was the only cornier' I knew of in Europe to teach marketing courses using only foreign books and cases.