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| Author: | Nowak, J. |
| Title: | Marketing strategies for Central and Eastern Europe |
| Journal: | Journal of Euromarketing
1996 : VOL. 5:2, p. 101-125 |
| Index terms: | INTERNATIONAL MARKETING EUROPE, EAST MARKETING STRATEGY |
| Language: | eng |
| Abstract: | This paper presents some marketing strategy guidelines for new entrants (from the West) wanting to establish themselves in the emerging markets of Central and Eastern Europe (CEE). A conceptual framework, adapted from the international marketing literature, is first presented for the review of strategic marketing decisions facing Western entrants into the CEE markets. Descriptive studies, statistical data, actual case examples and the author's experience are then used to illustrate the strategies under investigation and to demonstrate the applicability of the framework employed. The framework seems to be useful not only as a systematic approach to the international marketing strategy formulation and implementation with respect to the CEE markets, but also for planning additional research. |
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