MARKETING IN A RESOURCE‐SHORT SOCIALIST ENVIRONMENT: ROMANIA

Abstract

Resource shortages, which have increased in severity since the early 1970's, appear to have had a significant impact on the development of marketing thought and practice in Romania. They may well provide a practical rationale for the emergence of one of the principles underlying marketing in Romania, that of “rational and scientific” consumption. The impact of resource shortages on marketing, both at the micro and macro levels, is examined, as well as the ability of the system to meet its planned goals. It appears that resource shortages have not been instrumental in bringing about a more widespread acceptance of western‐style marketing practices in Romania. And it is doubtful whether the near future will see much change in this regard.

Citation

Naor, J. (1985), "MARKETING IN A RESOURCE‐SHORT SOCIALIST ENVIRONMENT: ROMANIA", International Marketing Review, Vol. 2 No. 2, pp. 31-41. https://doi.org/10.1108/eb008274