1st Edition
Marketing Strategies for Central and Eastern Europe
List of Contributors, Foreword and Acknowledgements, INTRODUCTION, PART I: MARKET ENTRY STRATEGIES, 1 Working Strategies of a Small Transition Economy in Attracting Foreign Direct Investment: The Estonian Case, 2 Foreign Direct Investment Behaviour of Nordic Firms in Central and Eastern Europe, 3 Risk Management for Foreign Direct Investments in Eastern Europe with New Derivative Instruments, 4 Russian Food Markets: Opportunities for Western Companies?, PART II: MARKETING STRATEGIES IN CENTRAL AND EASTERN EUROPE, 5 The External Marketing Environment as Perceived by Romanian Managers, 6 Current Problems in Marketing Strategy Formulation at the Firm Level in Russia, 7 Advertising Development in the Baltic States, 8 Internationalisation of Retailing in Poland: The Economics of Scarcity?, PART III: CONSUMER BEHAVIOUR, 9 Lifestyle Based on Consumption Patterns in Hungary, 10 Consumption Preferences amongst Polish Teenagers, 11 Factors Influencing Polish Consumers’ Reactions to the Advertised Product, 12 Applicability of Telephone Surveys in Eastern Ukraine, PART IV: MARKETING AND SMEs IN CENTRAL AND EASTERN EUROPE, 13 The Marketing Orientation of Polish SMEs, 14 Marketing Craft Businesses: The Slovenian Case, 15 Preparation of a Marketing Strategy in an Industrial Company
Biography
Stewart Arnold Baltic Region Research Programme, Hull University Business School, University of Hull, Hull, UK. Petr Chadraba Kellstadt Center for Marketing Analysis and Planning, DePaul University, Chicago, USA.</p> <p>Reiner Springer Department of International Business, University of Economics and Business Administration, Vienna, Austria.</p>
