haku: @author Walle, A. H. / yhteensä: 7
viite: 4 / 7
| Tekijä: | Walle, A. H. |
| Otsikko: | Reducing the capitalist bias in marketing. |
| Lehti: | Management Decision
1990 : VOL. 28:8, p. 31-35 |
| Asiasana: | MARKETING EUROPE, EAST EUROPE, WEST |
| Kieli: | eng |
| Tiivistelmä: | The marketing function is potentially a stumbling block to joint ventures between the East and West because marketing is conceived of and implemented in very different ways in these two systems. In the capitalist West, marketers are trying to discover what the ultimate consumers want and give them exactly what they desire. In the socialist East the ultimate consumer is often not the decision maker who determines what products will be made and how they will go to market. Several useful paradigms of marketing are examined which, although not "fashionable" in the West, do provide a means for people involved in joint ventures to discuss the marketing function and focus on the customer-oriented marketing management. |
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