Title: Marketing Strategies for Central and Eastern Europe (Routledge Revivals)
Publisher: Routledge
Publication Date: 2019
Language: English
ISBN 10: 1138718246
ISBN 13: 9781138718241
Binding: Soft cover
Condition: New

About this title

Synopsis

This title was first published in 2001. Successful international marketing requires the development and implementation of marketing strategies responsive to different environments. This text examines the unique features of the marketing environment in Central and Eastern Europe and the impact that they have on the strategies used to enter and penetrate this region. It is based on the proceedings of the 6th annual conference on "Marketing Strategies for Central & Eastern Europe" held from the 2nd to the 4th of December 1998 in Vienna, Austria. The book presents the editors' view on marketing in Central and Eastern Europe and summarizes the main features and research results from the selected papers.

About the Author

Stewart Arnold Baltic Region Research Programme, Hull University Business School, University of Hull, Hull, UK. Petr Chadraba Kellstadt Center for Marketing Analysis and Planning, DePaul University, Chicago, USA. Reiner Springer Department of International Business, University of Economics and Business Administration, Vienna, Austria.

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