cultural inquiry, commonality, and market segmentation. Marketing in Central and Eastern Europe also provides you with:
- a region-relevant market analysis to determine environmental dimensions of emerging markets
- a preliminary report on market-entry strategies in Poland
- an assessment of foreign direct investment opportunities in Hungary
- a study of Western-style marketing applied in transitional economies
- an analysis of marketization and Westernization used as classifying dimensions
- information on increasing the validity of post-command economy research and applicationAlthough the book's chapters cover a variety of topics and use different research approaches and methodologies, they have a common theme--there is a great interest in, and an equally great need to scientifically investigate, rapidly emerging market opportunities, marketing-environment issues, and marketing-strategy problems with respect to transitional economies of Central and Eastern Europe.
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