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Book cover: Advances in International Marketing

Advances in International Marketing

ISSN: 1474-7979
Series editor(s): Professor Shaoming Zou

Subject Area: Marketing

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From global experiences to global brands: A quest to understand what lies behind their universal success


Document Information:
Title:From global experiences to global brands: A quest to understand what lies behind their universal success
Author(s):Burcu Tasoluk
Volume:19 Editor(s): S. Tamer Cavusgil ISBN: 978-1-84855-440-5 eISBN: 978-1-84855-441-2
Citation:Burcu Tasoluk (2009), From global experiences to global brands: A quest to understand what lies behind their universal success, in S. Tamer Cavusgil (ed.) Michigan State University Contributions to International Business and Innovation (Advances in International Marketing, Volume 19), Emerald Group Publishing Limited, pp.213-218
DOI:10.1108/S1474-7979(2009)0000019024 (Permanent URL)
Publisher:Emerald Group Publishing Limited
Article type:Chapter Item
Extract:

My doctoral adventure started in 2002 as a graduate student. However, getting there was not quite straightforward; it was the result of a trial and error process. When I was a college student studying Economics, I wanted to know what to do when I graduated. Thus, I started looking into different types of jobs via internships. First, I gave the government sector a try and worked at the Turkish Republic Prime Ministry Undersecretariat for Foreign Trade, in Ankara. I decided that I did not like working for the government, so I decided to pursue the private sector. Next, I tried finance. After my internship at the Istanbul Stock Exchange of Turkey, I decided that I did not like that either. Then came the marketing experience at the Cenajans/Grey Advertising Agency in Istanbul. I did not quite like the agency side of it, but I realized that I liked what clients were doing. I liked the strategy formulation and owning the brand and being responsible for all the decisions related with the brand. Therefore, after graduation, I started a job in marketing in the headquarters of a major bank in Istanbul.


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