Table of contents
Constraints on the Adoption of the Marketing Concept: The Case of the Former Soviet Union
Christine T. Ennew, Igor Filatotchev, Mike Wright, Trevor W. BuckSuggests that the process of transition and the hardening of thebudget constraint in the former centrally‐planned economies of EasternEurope recreates the link between an…
Marketing Approaches in Bulgaria
Marin Marinov, Tony Cox, George J. Avlonitis, Thanos KouremenosDescribes the results of a survey of Bulgarian companies as part ofa larger project funded by The European Commission. Investigates themarketing attitudes and approaches of…
Technical Assessment of the Russian Market
Malcolm R. Hill, R. Peter DickensonSurveys the methodologies of technical assessment which have beenused to evaluate the technical level of products and processes withinthe former USSR, and are now being adapted…
Organization for Marketing among Polish Companies
David Shipley, Krzysztof FonfaraSuggests that, although Poland has made much progress towardsbecoming a market‐led economy, powerful environmental developments arenow confronting Polish firms and these have…
Marketing Strategy Typologies in Hungary
Graham J. Hooley, Jozsef Beracs, Krizstina KolosPoints out that Western literature on marketing suggests a numberof clear strategic typologies into which organizations fall, based ontheir approach to doing business and the…
Marketing in Romania: The Challenges of the Transition from a Centrally‐planned Economy to a Consumer‐oriented Economy
Dana‐Nicoleta Lascu, Lalita A. Manrai, Ajay K. ManraiDescribes the contrast between the state of marketing in Romaniabefore and after the fall of communism. Specifically evaluates thechanges in the marketing mix components from 1989…
ISSN:
0309-0566Online date, start – end:
1967Copyright Holder:
Emerald Publishing LimitedOpen Access:
hybridEditor:
- Prof. Greg Marshall