.... This is contradicted by its current strategy, which is to increase market share of industry profits and generate cash by introducing new products (Bass, 1997, p. 24) © MCB UP Limited 1999 International marketing Competition Mergers and acquisitions Marketing strategy Europe Brewing industry...

... 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. © MCB UP Limited 1988 Brewing Industry Developing Countries Turkey 7 EFES PILSEN IN THE TURKISH BEER...