Marketing Strategies for Central and Eastern Europe (1版)

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.

List of Contributors, Foreword and Acknowledgements, INTRODUCTION, PART I: MARKET ENTRY STRATEGIES, 1 Working Strategies of a Small Transition Economy in Attracting Foreign Direct Investment: The Estonian Case, 2 Foreign Direct Investment Behaviour of Nordic Firms in Central and Eastern Europe, 3 Risk Management for Foreign Direct Investments in Eastern Europe with New Derivative Instruments, 4 Russian Food Markets: Opportunities for Western Companies?, PART II: MARKETING STRATEGIES IN CENTRAL AND EASTERN EUROPE, 5 The External Marketing Environment as Perceived by Romanian Managers, 6 Current Problems in Marketing Strategy Formulation at the Firm Level in Russia, 7 Advertising Development in the Baltic States, 8 Internationalisation of Retailing in Poland: The Economics of Scarcity?, PART III: CONSUMER BEHAVIOUR, 9 Lifestyle Based on Consumption Patterns in Hungary, 10 Consumption Preferences amongst Polish Teenagers, 11 Factors Influencing Polish Consumers’ Reactions to the Advertised Product, 12 Applicability of Telephone Surveys in Eastern Ukraine, PART IV: MARKETING AND SMEs IN CENTRAL AND EASTERN EUROPE, 13 The Marketing Orientation of Polish SMEs, 14 Marketing Craft Businesses: The Slovenian Case, 15 Preparation of a Marketing Strategy in an Industrial Company