Strategies for Entering and Penetrating the Markets in the Countries of Transition

• Autorzy: Reiner Springer
• Języki publikacji: EN

Abstrakty

EN

International Marketing is a fascinating scientific discipline and practical job. Marketing in the countries of transition in Central and Eastern Europe is even more fascinating but also challenging because of the substantial and rapid changes taking place in this area. This statement paper characterises the central issue or challenge we have to deal with in international marketing which is the interdependence between the marketing environment in foreign target markets and the marketing strategics a company wants to pursue in order to enter and to penetrate foreign markets successfully. Transition from planned economies to market economies in Central and Eastern Europe is changing the marketing environment in the countries of transition which requires corresponding marketing concepts and strategies of foreign firms entering the markets in CEE. (fragment of text)

Słowa kluczowe

EN

International market

PL

Rynki międzynarodowe

• Czasopismo: Scientific Publications / University of Economics in Katowice
• Rocznik: 2009
• Tom: International Marketing and Business in the CEE Markets
• Strony: 157--175

Twórcy

autor

Reiner Springer

• Vienna University of Economics and Business, Austria

Bibliografia

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