Recent Changes in Enterprise Management and Marketing Practices in Romania

Abstract

Discusses the Romanian reforms of 1967 and 1978 which went virtually unnoticed, with particular emphasis on the latter date. Highlights recent managerial decentralization measures in Romania indicating marketing implications. Uses official and first‐hand sources in drawing the article conclusions, looking also at Romania's environment. Further investigates marketing and marketing mix implications and looks further at price, promotion and distribution. Concludes and evaluates by assessing economic reforms in eastern Europe in general and in Romania in particular. Additionally, the central plan was national control of economic activities and centralized planning reliance.

Citation

Naor, J. and Cavusgil, S.T. (1986), "Recent Changes in Enterprise Management and Marketing Practices in Romania", European Journal of Marketing, Vol. 20 No. 10, pp. 43-54. https://doi.org/10.1108/EUM0000000004671