TY - JOUR
T1 - Marketing implications of communist ideological legacy in culture in the context of Central and Eastern Europe
T2 - A comparison of Bulgaria, Romania, and Ukraine
AU - Marinov, Marin Alexandrov
AU - Marinova, Svetla Trifonova
AU - Manrai, Lalita A.
AU - Manrai, Ajay K.
PY - 2002/10/7
Y1 - 2002/10/7
N2 - National cultures still remain different and businesses have to explore and recognize the cultural context to design and implement successful marketing strategies. Cultural differences influence all aspects of international business activities and more so the marketing process as it entails customer satisfaction in a specific cultural context. This paper aims at identifying specific aspects of the impact of communist ideology on culture in the Central and Eastern European countries focusing on Bulgaria, Romania, and Ukraine, the current state-of-art, and the implications for marketing activities in the region for both western and local marketers. Those are studied in the aspects of consumer behavior, product and brand development, distribution, marketing communications and their impact on doing business in Central and Eastern Europe. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: Website:
AB - National cultures still remain different and businesses have to explore and recognize the cultural context to design and implement successful marketing strategies. Cultural differences influence all aspects of international business activities and more so the marketing process as it entails customer satisfaction in a specific cultural context. This paper aims at identifying specific aspects of the impact of communist ideology on culture in the Central and Eastern European countries focusing on Bulgaria, Romania, and Ukraine, the current state-of-art, and the implications for marketing activities in the region for both western and local marketers. Those are studied in the aspects of consumer behavior, product and brand development, distribution, marketing communications and their impact on doing business in Central and Eastern Europe. [Article copies available for a fee from The Haworth Document Delivery Service: 1-800-HAWORTH. E-mail address: Website:
KW - Business
KW - Central and Eastern Europe
KW - Consumer behavior
KW - Culture
KW - Marketing
KW - Marketing strategy
UR - http://www.scopus.com/inward/record.url?scp=0036381176&partnerID=8YFLogxK
U2 - 10.1300/J037v11n01_02
DO - 10.1300/J037v11n01_02
M3 - Journal article
AN - SCOPUS:0036381176
SN - 1049-6483
VL - 11
SP - 7
EP - 35
JO - Journal of Euromarketing
JF - Journal of Euromarketing
IS - 1
ER -