From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context

Abstract

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 hand-in-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.

Citation

Genc, E.A. and Igneci, M. (2018), "From Bazaars to Digital Environment: A Short History of Marketing in the Turkish Context", Ozturkcan, S. and Okan, E.Y. (Ed.) Marketing Management in Turkey (Marketing in Emerging Markets), Emerald Publishing Limited, Leeds, pp. 9-28. https://doi.org/10.1108/978-1-78714-557-320181003