Abstract

Gecmiste var olan ancak bugun .lu olarak adlandirabilecegimiz markalar bulunmaktadir. Bu markalar retro pazarlama denilen nostalji olgusunun hakim oldugu bir stratejiyle yeniden canlandirilabilmektedir. Turkiye’de de gecmiste var olan ancak gunumuzde artik satilmayan bu markalarin hangileri oldugu ve hangilerinin canlandirilmasi gerektigi yapilan bir pilot arastirma ile tuketicilere sorulmustur. Bu arastirmanin sonuclarina gore en cok arzulanan markalarin neden piyasadan kalktiklari ve gelecekleri konusunda bir baska akademik calismanin altyapisi hazirlanacaktir.

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