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Dergiler / Afro Eurasian Studies / 2026 / Cilt: 3 Sayı: 1

Long-term marketing effectiveness in Turkey: Does it differ from that in the US and Western Europe?

Koen Pauwels(Ozyegin University, İstanbul, Turkey,)
Ela Ari(Bogazici University, İstanbul, Turkey,)
Yusuf Oc(Bogazici University, İstanbul, Turkey,)
Sayfa
46–70
Yayın Tarihi
2014-06-01
DOI
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⚡ TL;DR(1 Cümlede Hızlı Çıkarım)

We conclude with a research agenda on measuring and improving marketing efficiency in Turkey and other emerging markets

📌 3 Maddede Bu Makale

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Amaç & Hipotez:Companies in Turkey aim to grow their market performance, but very few know how much additional sales or profits are generated by their marketing spending.
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Temel Bulgular & Veri:Our results reveal that companies in Turkey receive about 8 TL in revenues for every 1 TL spent on marketing.
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Sonuç & Katkı:We conclude with a research agenda on measuring and improving marketing efficiency in Turkey and other emerging markets
🔬Tür:Makale
📍Kapsam:Genişletilmiş Akademik Örneklem
⚙️Değişkenler:marketing efficiency · econometrics and time series · unit root

Abstract

Companies in Turkey aim to grow their market performance, but very few know how much additional sales or profits are generated by their marketing spending. This study is the first to quantify long-term marketing effectiveness in Turkey and compare it with that in the US and Western Europe. Our results reveal that companies in Turkey receive about 8 TL in revenues for every 1 TL spent on marketing. Compared to matched companies in mature markets, their marketing efficiency is only 69%. Across industries, industrial and automobile score highest in marketing efficiency, and textile and retail the lowest. We conclude with a research agenda on measuring and improving marketing efficiency in Turkey and other emerging markets

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Bu Makaleye Atıf Yap

Pauwels, K., Ari, E., Oc, Y. (2014). Long-term marketing effectiveness in Turkey: Does it differ from that in the US and Western Europe?. Afro Eurasian Studies, Cilt: 3 Sayı: 1, 46–70. https://ajindex.com/articles/1578815

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