Marketing Strategies for Central and Eastern Europe, Ashgate

Zusammenfassung

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Marketing strategies for Central and Eastern Europe edited by S. Arnold, P. Chadraba, and R. Springer is reviewed.

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Auszug

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Marketing Strategies for Central and Eastern Europe, Ashgate

Arnold, S./Chadraba, P./Springer, R. (eds.) (2001): Marketing strategies for Central and Eastern Europe, Ashgate

In countries with a strong market economy, a particular interest is shown towards researching the status of marketing practice in companies. The first studies of this kind were made in USA and Great Britain in the early 80's of the past century (McDaniel, S.W./Hise, R.T. (eds.) (1983): Have CEO's addopted the marketing concept? In: Varadarajan P.: The Marketing Concept: Perspectives and Viewpoints, Texas A&M University, Texas; Varadarajan, P. (1983): The Marketing Concept: Perspectives and Viewpoints, Proceedings of Workshops, Texas A&M University, Texas; Hooley G.J./West, C.J./Lynch, J.E. (eds.): Marketing ...

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