MARKET SEEKING OF AMERICA IN MERSIN IN THE LATE OTTOMAN PERIOD

Abstract

The capitalist economy and industrial revolution developments, dominated the world conjuncture in the 19th century, formed the political infrastructure of European states. The gradual development of production technologies with the industrial revolution caused western countries to search for markets to sell manufactured goods and raw materials to put production Technologies into practice. Commercial firms were marketing their products through intermediary firms or individuals by determining the target market they identified. They run a series of promotional campaigns to make the products or services of companies preferred by people. How these marketing techniques were used by American companies in Mersin, which was a quite new and open port to growth and demand in the late 19th and early 20th centuries, can be found in the letters of American Consulate. The knowledge about the marketing techniques applied by American companies, has been obtained from the letters of the American Consulate. The aim of the study is to reveal how the search for the market in Mersin, port city, which was open to growth in the late 19th century and early 20th century, was carried out by these numerous American companies.