Advertising adoption in a developing market economy: the case of Poland
Abstract
Poland is the leading economy in eastern Europe as measured by its rapid economic growth, inward direct investment and pace of market changes since 1989, when it first moved towards a free market economy. An advertising industry has been one by‐product of this process, an important institution in the creation of a market orientation. Examines one related aspect of the change: the degree of adaptation of advertising by Polish marketers as measured by the advertising process. The central research question is whether or not an economy’s stage of market orientation has any impact on its advertising management.
Keywords
Citation
West, D.C. and Paliwoda, S.J. (1996), "Advertising adoption in a developing market economy: the case of Poland", International Marketing Review, Vol. 13 No. 4, pp. 82-101. https://doi.org/10.1108/02651339610127266
Publisher
:MCB UP Ltd
Copyright © 1996, MCB UP Limited