European Journal of Marketing: Volume 27 Issue 11/12

Constraints on the Adoption of the Marketing Concept: The Case of the Former Soviet Union

Christine T. Ennew, Igor Filatotchev, Mike Wright, Trevor W. Buck

Suggests that the process of transition and the hardening of thebudget constraint in the former centrally‐planned economies of EasternEurope recreates the link between an…

Marketing Approaches in Bulgaria

Marin Marinov, Tony Cox, George J. Avlonitis, Thanos Kouremenos

Describes the results of a survey of Bulgarian companies as part ofa larger project funded by The European Commission. Investigates themarketing attitudes and approaches of…

Technical Assessment of the Russian Market

Malcolm R. Hill, R. Peter Dickenson

Surveys the methodologies of technical assessment which have beenused to evaluate the technical level of products and processes withinthe former USSR, and are now being adapted…

Organization for Marketing among Polish Companies

David Shipley, Krzysztof Fonfara

Suggests that, although Poland has made much progress towardsbecoming a market‐led economy, powerful environmental developments arenow confronting Polish firms and these have…

Marketing Strategy Typologies in Hungary

Graham J. Hooley, Jozsef Beracs, Krizstina Kolos

Points out that Western literature on marketing suggests a numberof clear strategic typologies into which organizations fall, based ontheir approach to doing business and the…

Marketing in Romania: The Challenges of the Transition from a Centrally‐planned Economy to a Consumer‐oriented Economy

Dana‐Nicoleta Lascu, Lalita A. Manrai, Ajay K. Manrai

Describes the contrast between the state of marketing in Romaniabefore and after the fall of communism. Specifically evaluates thechanges in the marketing mix components from 1989…