EFES PILSEN IN THE TURKISH BEER MARKET: MARKETING CONSUMER GOODS IN DEVELOPING COUNTRIES Available to Purchase

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 to reclassify beer as an alcoholic beverage. Finally, it identifies several lessons for marketing non‐necessary consumer goods such as beer in developing countries.