...Ica Rojsek Formation of a single market within the EU and democratisation and development of a market economy in Eastern Europe undoubtedly enhance standardisation of marketing in the European area. Multinational companies planning to enter the Eastern European market frequently assume...

... the basis on which brands were distributed. For example, Procter & Gamble, a UK corporation, markets its “Pantene Pro‐V” brand on a global basis (a global brand), whereas the “Azurit” brand is known only to customers in Eastern Europe and Asia (a regional brand). On the other hand, Unilever, an Anglo...

...Lalita A. Manrai; Dana‐Nicoleta Lascu; Ajay K. Manrai; Harold W. Babb Torn between socially‐mandated dress conformity and the glitter of Western designers, consumers in Eastern Europe have always been interested in Western style. After the fall of Communism, fashion, led by Western brands, quickly...

... emphasis on Skala Trade and Centrum creates a distorted picture of Hungary′s retail sector because they are unrepresentative of Eastern European food retailers. © Company 1994 Distribution Eastern Europe Effectiveness Hungary The authors were encouraged by the recent comment...

... a research study and presents the findings. Offers potential business strategies and responses based on these findings. © MCB UP Limited 1993 Countertrade Canada International trade Top management Trading companies Eastern Europe A Survey of Countertrade Practices with Eastern Europe...

... the adjustments these consumers have been making in response to new economic realities. Concludes with research propositions and by pointing out implications for international marketing managers. © MCB UP Limited 1992 Consumers Eastern Europe Economic conditions International marketing Market...

... trade issues that have achieved research attention, as well as those that have seen neglect so far. An environmental constraints model, applicable to Eastern bloc countries and the USSR, is proposed that may provide guidance for future research. © MCB UP Limited 1990 Eastern Europe Marketing...

... by the present authors, 25 (71 per cent) had engaged in countertrade with Eastern Europe, easily the most significant destination for countertraded exports. The regional breakdown of countertrade activity is shown in Table I. Also shown is the proportion of respondents' total export trade to each area conducted...