How Dove survived the Turkish recession

In this case study Nukhet Vardar, of El Izi Communications Consultancy (who in collaboration with the Turkish Foundation for Advertising and the Turkish Market Researchers Association conducted the study), describes how Dove grew its share of the soap market during the Turkish recession of 2000 to 2003.

How Dove survived the Turkish recession

Nukhet Vardar El Izi Communications Consultancy

Modern marketing gurus are constantly challenging the short-sighted assumption that recession is a time to hibernate. Rather, it is argued that recession is...

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