This exploratory research on 63 Turkish firms that were involved with the former USSR by December 1991 evaluates the marketing aspects of doing business with the ex USSR. Several marketing activities were evaluated in terms of importance as well as the usage levels. The “price” related marketing mix activities were considered most important, which were followed by public relations activities and sales calls. Advertising, trade exhibitions and symposia were among the activities judged the least important. Contrary to what this implies, those marketing activities that were perceived as being very important in this market were not used as much by the Turkish firms.
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- An Exploratory Study on the Marketing Activities of Turkish Firms in the Former USSR Market
Yeşim Toduk Akiş