Marketing in Romania: The Challenges of the Transition from a Centrally‐planned Economy to a Consumer‐oriented Economy
Abstract
Describes the contrast between the state of marketing in Romania before and after the fall of communism. Specifically evaluates the changes in the marketing mix components from 1989 to 1993. Presents details of a survey in Bucharest examining how Romanian consumers perceive the changes taking place in the market in terms of product, price, promotion and distribution. Gives recommendations for marketing in Romania in the future.
Keywords
Citation
Lascu, D., Manrai, L.A. and Manrai, A.K. (1993), "Marketing in Romania: The Challenges of the Transition from a Centrally‐planned Economy to a Consumer‐oriented Economy", European Journal of Marketing, Vol. 27 No. 11/12, pp. 102-120. https://doi.org/10.1108/EUM0000000000657
Publisher
:MCB UP Ltd
Copyright © 1993, MCB UP Limited