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Marketing strategies for Central and Eastern Europe

Author: Stewart Arnold; Petr Chadraba; Reiner Springer
Publisher: Aldershot ; Burlington, VT : Ashgate, ©2001.
Edition/Format:   Print book : Conference publication : EnglishView all editions and formats
Summary:

An examination of the unique features of the marketing environment in Central and Eastern Europe and the impact they have on the strategies used to enter and penetrate this region. It is based on the  Read more...

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Genre/Form: Conference papers and proceedings
Congresses
Additional Physical Format: Online version:
Marketing strategies for Central and Eastern Europe.
Aldershot ; Burlington, VT : Ashgate, ©2001
(OCoLC)654558124
Material Type: Conference publication, Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Stewart Arnold; Petr Chadraba; Reiner Springer
ISBN: 075461316X 9780754613169
OCLC Number: 44397506
Notes: "This book is based on the proceedings of the 6th annual Conference on Marketing Strategies for Central & Eastern Europe held from 2 to 4 December 1998 in Vienna, Austria"--Page x.
Description: x, 306 pages : illustrations ; 23 cm
Contents: Introduction / Stewart Arnold, Petr Chadraba, and Reiner Springer --
Part I: Market Entry Strategies --
1. Working Strategies of a Small Transition Economy in Attracting Foreign Direct Investment: The Estonian Case / Mait Miljan and Mart Sorg --
2. Foreign Direct Investment Behaviour of Nordic Firms in Central and Eastern Europe / Jorma Larimo --
3. Risk Management for Foreign Direct Investments in Eastern Europe with New Derivative Instruments / Roland Leitinger --
4. Russian Food Markets: Opportunities for Western Companies? / Antti Helantera and Asta Salmi --
Part II: Marketing Strategies in Central and Eastern Europe --
5. The External Marketing Environment as Perceived by Romanian Managers / Calin Veghes --
6. Current Problems in Marketing Strategy Formulation at the Firm Level in Russia / Alun Tlusty-Sheen --
7. Advertising Development in the Baltic States / Stewart Arnold. 8. Internationalisation of Retailing in Poland: The Economics of Scarcity? / John Dawson and John Henley --
Part III: Consumer Behaviour --
9. Lifestyle Based on Consumption Petterns in Hungary / Ildiko Gergatz and Maria Torocsik --
10. Consumption Preferences amongst Polish Teenagers / Malgorzata Gornik-Durose --
11. Factors Influencing Polish Consumers' Reactions to the Advertised Product / Maria Pietras --
12. Applicability of Telephone Surveys in Eastern Ukraine / James A. Talaga --
Part IV: Marketing and SMEs in Central and Eastern Europe --
13. The Marketing Orientation of Polish SMEs / Mieczyslaw Ciurla and Milleniusz W. Nowak --
14. Marketing Craft Businesses: The Slovenian Case / Ica Rojsek and Darja Podobnik --
15. Preparation of a Marketing Stragegy in an Industrial Company / Regina Virvilaite and Laimona Sliburyte.
Responsibility: edited by Stewart Arnold, Petr Chadraba, Reiner Springer.

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