Marketing in the Emerging Markets of Central and Eastern Europe de Marin Marinov

Marketing in the Emerging Markets of Central and Eastern Europe: The Balkans

Marin Marinov

The radical changes in Central and Eastern Europe (CEE) have brought about changes in marketing in the region, with CEE countries adopting a variety of market orientations. In May 2004 eight of the CEE nations became members of the EU. Other countries are expected to join in 2007. This dynamic but heterogeneous region contains differences in the level of economic development, history, culture, business practices, etc. This book addresses this variety and presents an updated picture of the way marketing is done throughout the region.

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Cuprins

Introduction: Marketing in the Balkan Region; M.Marinov Development of Marketing in Albania; D.Vianelli, P.de Luca & R.Kajca Marketing in Bosnia and Herzegovina; M.Cicic & N.Brkic Marketing in Bulgaria; S.Marinova & M.Marinov Development of Marketing in Croatia; Ð.Ozretic-Dosen Marketing in the FYR of Macedonia; M.Marinov Marketing in Slovenia: Changes and Challenges; M.Makovec Brencic & I.Rojsek

Notă biografică

NENAD BRKIC Assistant Professor and Vice-Dean, Faculty of Economics, University of Sarejevo, Bosnia and HerzegovinaMURIS CICIC Professor of Marketing and Dean, Faculty of Economics, University of Sarajevo, Bosnia and HerzegovinaPATRIZIA DE LUCA Associate Professor of Marketing and Retail Management, University of Trieste, ItalyROLAND KAJCA Chief of the Human Resources Policies Office, Bank of Albania, AlbaniaMAJA MAKOVEC BRENCIC Assistant Professor of International Marketing and International Business, University of Ljubljana, SloveniaSVETLA MARINOVA Senior Lecturer, The Birmingham Business School, University of Birmingham, UKÐURÐANA OZRETIC-DOSEN Associate Professor of Marketing, Graduate School of Economics and Business, University of Zagreb, CroatiaICA ROJSEK Professor of Marketing, University of Ljubljana, SloveniaDONATA VIANELLI Associate Professor, Faculty of Economics, University of Trieste, Italy