Market research in the guided market place

Andrew Gross (Cleveland State University, Cleveland, Ohio, USA )
László Szabó (Hungarian Institute for Market Research Hungary)

European Journal of Marketing

ISSN: 0309-0566

Publication date: 1 January 1973

Abstract

Discusses various aspects of market research in Eastern Europe, with special emphasis on the Hungarian experience under the New Economic Mechanism. Attempts to show how the manner in which various sources of information can and should be utilized. Highlights differences and similarities between methodology of marketing employed in the East and the West. Presents a cross‐section of case studies to illustrate market research carried out. Suggests that marketing research is an important function in Eastern Europe.

Keywords

Citation

Gross, A. and Szabó, L. (1973), "Market research in the guided market place", European Journal of Marketing, Vol. 7 No. 1, pp. 1-17. https://doi.org/10.1108/EUM0000000005094

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Publisher

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MCB UP Ltd

Copyright © 1973, MCB UP Limited

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