The Stages of Marketing Evolution in East European Countries

Abstract

Analyzes the development of marketing in East European countries. Traces the growth of East Europe's trade with the West from $12.3 billion in 1970 to $37.6 billion in 1979. Highlights eastern Europe as one of the most promising markets to the US. Discusses the broad spectrums of marketing development between eastern countries. Examines the emergence of marketing through four key stages – authoritative systems, directive systems, mixed‐middle systems and integrative systems. Analyzes the differences in the standards of key marketing factors between East and West – e.g. range of products, pricing and advertising. Concludes that due to variations in starting points and differences in development patterns, East European countries are divided between centralization and decentralization. Affirms that unless US international marketers understand the peculiarities of eastern Europe, the US trade record with these potential markets is unlikely to improve.

Citation

Coskun Samli, A. and Jermakowicz, W. (1983), "The Stages of Marketing Evolution in East European Countries", European Journal of Marketing, Vol. 17 No. 2, pp. 26-33. https://doi.org/10.1108/EUM0000000004809