Promotion strategies in international markets: An application on porcelain and tile in Kütahya

Promotion activities are of great importance for companies to continue their existence in international markets and to stand out in the competitive environment. These activities, which can be defined as long and short-term persuasive communication between companies and customers, are carried out by various elements around the world and can differ according to the characteristics of the markets. Sociological, political and economic foundations in international markets play an active role in these differences. Failure of companies operating in international markets to properly employ elements of the promotion mix may endanger their market position. For this reason, it is of great importance that promotion activities are carefully developed and adapted to different factors such as time and market. In this study, consumption and industrial products were compared in the context of international promotion.