Description
Successfully Doing Business/Marketing in Eastern Europe is a unique collection of instructive and detailed essays that will help readers to understand and navigate the complexities of the business world and marketplace of Eastern Europe. The respected authors in this collection seamlessly blend sophisticated analysis and practical advice to enlighten the reader to the peculiarities of consumer behavior, industry policy, and the economic and social demographics in the region. These informative essays are further complemented by a number of in-depth case studies that demonstrate the difficulties and potentials for success faced by any business person looking to trade in Eastern European markets. For students, educators, entrepreneurs, and business people everywhere, Successfully Doing Business/Marketing in Eastern Europe is an essential resource and guidebook to understanding and profiting in this unique and often unpredictable region.
Table of Contents
About the Editors. Contributors. Acknowledgments. Foreword. Preface. 1. Central Eastern Europe, Russia and the Ukraine: Economic and Socio Demographic –V.H. Manek Kirpalani. 2. Regional Economic and Marketing Structure—V.H. Manek Kirpalani. 3. Consumer Behavior –L. Garbarski. 4. Industrial Policy –A. Nowak and V.H. Manek Kirpalani. 5. Marketing Evolution in Transition Economies – R. Glowacki and G.Karasiewicz. 6. Education Evolution: The Case of Leon Kozminski Academy of Entrepreneurship and Management – L.Garbarski. 7. Product Cases from Eastern Europe—V.H. Manek Kirpalani and Leon Kozminski Academy of Entrepreneurship and Management. 8. The Stockmann Department Store Penetration of Russia – H. Seristo. 9. NK Cables Invades Eastern Europe—Peter Gabrielsson and Mika Gabrielsson. 10. Shadow Economy: The Hungarian Case—Istvan Molnar and Pal Belyo. Notes. Index
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