Marketing Strategies for Central and Eastern Europe, Ashgate

By Catana, Gheorghe A.; Catana, Doina | Journal for East European Management Studies, July 1, 2004 | Go to article overview

Marketing Strategies for Central and Eastern Europe, Ashgate


Catana, Gheorghe A., Catana, Doina, Journal for East European Management Studies


Arnold, S./Chadraba, P./Springer, R. (eds.) (2001): Marketing strategies for Central and Eastern Europe, Ashgate

In countries with a strong market economy, a particular interest is shown towards researching the status of marketing practice in companies. The first studies of this kind were made in USA and Great Britain in the early 80's of the past century (McDaniel, S.W./Hise, R.T. (eds.) (1983): Have CEO's addopted the marketing concept? In: Varadarajan P.: The Marketing Concept: Perspectives and Viewpoints, Texas A&M University, Texas; Varadarajan, P. (1983): The Marketing Concept: Perspectives and Viewpoints, Proceedings of Workshops, Texas A&M University, Texas; Hooley G.J./West, C.J./Lynch, J.E. (eds.): Marketing in the UK: A Survey of Current Practice and Performance, Institute of Marketing, 1984; Piercy N., The corporate environment for marketing management, Marketing Intelligence and Planning, vol. 3, nr. 1, 1985, pp. 23-40; Baker, M.J./Hart, S.J./Black, C.D./Abdel-Mohsen, T. (eds.) (1986): The contribution of marketing to competitive success: A literature review, Journal of Marketing Management, vol. 2., nr. 1., pp. 31-61; Doyle, P. (1987): Marketing and the British Chief executive, Journal of Marketing Management, vol. 3, nr. 2, pp. 121-132; Doyle, P./ Saunders J./Wright L. (eds.) (1988): A conparative investigation of US and Japanese marketing strategies in the British market, International Journal of Research and Marketing, vol. 5, nr. 3, 1988, pp. 171-184). This "first wave" of researching has come to two main conclusions: 1. The competent implementation of marketing techniques is difficult; 2. The marketing oriented companies have higher performances in comparison with the ones that neglect the principles of this concept. These conclusions have justified the attention that needs to be given to researching the companies marketing orientation.

The "second wave" of studies on this matter (the 90's of the past century) has reconfirmed the crucial role of marketing in the success of any business (Linch, J.G./Hooley, G.J./Shepherd J. (eds.) (1990): The marketing concept: putting the theory into the practice, European Journal of Marketing, vol. 24, nr. 3, pp. 7-23; Marver, J.C./Slater, S.F. (eds.) (1990): The effect of a market orientation on business profitability, Journal of Marketing, vol. 54, nr. 4, pp. 20-35; Shaw, V./ Doyle, P. (eds.) (1991): Marketing strategies and organizational characteristics of British and German companies - preliminary findings of a study of the machine tool industry, Marketing Education Group Proceedings, Cardiff Business School, pp. 1011-1030; Lin, H./Wensley, R. (eds.) (1991): Markets, marketing and marketing behaviour - an empirical examination in Britania and China, European Marketing Academy Conference Proceedings, University College Dublin, pp. 844-863; Lin, H./Wensley R./Whittington R. (eds.) (1991): Market effect, control effect, and market orientation, Marketing Education Group Proceedings, Cardiff Business School, pp. 626-635; Avlanitis, G.J./Konremenos, A./Gounaris, S.P. (eds.) (1992): Company performance: Does marketing orientation matter?, European Marketing Academy Proceedings, Aarhus, pp. 83-94; Wink N. (1992): Historical perspective in marketing management explicating experience, Journal of Marketing Management, vol. 8, nr. 3, 1992, pp. 219-237; Jaworski, B.J./Kohli, A.K. (eds.) (1993): Market orientation: Antecedents and consequences, Journal of Marketing, vol. 57, 1993, pp. 53-70; McDonald, M. (1996): Strategic Marketing Planning, Kogan Page Ltd, England)

One of the main conclusions of the 90's studies is that in no other field the gap between theory and practice is deeper than in marketing. Some studies shown that over 50% of the European, American and Australian companies do not use the basic principles of marketing.

In Central and Eastern European countries the studies about the role of marketing in the market success are quite recent (Ennew, C. …

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