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| Author: | Marinov, M. A. |
| Title: | Marketing Implications of Communist Ideological Legacy in Culture in the Context of Central and Eastern Europe: A Comparison of Bulgaria, Romania, and Ukraine |
| Journal: | Journal of Euromarketing
2001 : VOL. 11:1, p. 7-36 |
| Index terms: | CENTRAL EUROPE EASTERN EUROPE CULTURE CONSUMER BEHAVIOUR MARKETING MARKETING STRATEGY |
| Language: | eng |
| Abstract: | National cultures still remain different and businesses have to explore and recognize the cultural context to design and implement successful marketing strategies. Cultural differences influence all aspects of international business activities and more so the marketing process as it entails customer satisfaction in a specific cultural context. This paper aims at identifying specific aspects of the impact of communist ideology on culture in the Central and Eastern European countries focusing on Bulgaria, Romania, and Ukraine, the current state-of-art, and the implications for marketing activities in the region for both western and local marketers. Those are studied in the aspects of consumer behavior, product and brand development, distribution, marketing communications and their impact on doing business in Europe. |
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