The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications

Marin A. Marinov; Svetla T. Marinova

doi:10.1007/978-3-319-17383-2_46

The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications

Marin A. Marinov^*, Svetla T. Marinova

^*Corresponding author for this work

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

Abstract

Cultural differences influence the marketing process as it entails customer satisfaction in a specific cultural context This paper aims at identifying the key unified aspects of the impact of communism on culture in Central and Eastern Europe (CEE), the current state-of-art, and the implications for Western and local marketers in the region. Those are studied in the aspects of consumer behavior, product and brand development, distribution, marketing communications, and their impact on doing business in CEE.

Original language	English
Title of host publication	Developments in Marketing Science : Proceedings of the Academy of Marketing Science
Number of pages	6
Publisher	Springer Nature
Publication date	2015
Pages	249-254
DOIs	https://doi.org/10.1007/978-3-319-17383-2_46
Publication status	Published - 2015

Series	Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISSN	2363-6165

Bibliographical note

Publisher Copyright:
© 2015, Academy of Marketing Science.

Keywords

Brand Awareness
Brand Loyalty
Market Orientation
Marketing Communication
Retail Outlet

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10.1007/978-3-319-17383-2_46

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abstract = "Cultural differences influence the marketing process as it entails customer satisfaction in a specific cultural context This paper aims at identifying the key unified aspects of the impact of communism on culture in Central and Eastern Europe (CEE), the current state-of-art, and the implications for Western and local marketers in the region. Those are studied in the aspects of consumer behavior, product and brand development, distribution, marketing communications, and their impact on doing business in CEE.",

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language = "English",

series = "Developments in Marketing Science: Proceedings of the Academy of Marketing Science",

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Marinov, MA & Marinova, ST 2015, The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications. in Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, pp. 249-254. https://doi.org/10.1007/978-3-319-17383-2_46

The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications. / Marinov, Marin A.; Marinova, Svetla T.
Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature, 2015. p. 249-254 (Developments in Marketing Science: Proceedings of the Academy of Marketing Science).

Research output: Contribution to book/anthology/report/conference proceeding › Book chapter › Research › peer-review

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Marinov MA , Marinova ST. The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer Nature. 2015. p. 249-254. (Developments in Marketing Science: Proceedings of the Academy of Marketing Science). doi: 10.1007/978-3-319-17383-2_46

The Impact of Communist Ideological Legacy on Culture in Central and East European Countries: Marketing Implications

Abstract

Bibliographical note

Keywords

Access to Document

AUB Link

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