Successfully Doing Business/Marketing In Eastern Europe

by Erdener Kaynak (editor), V H Kirpalani (Editor), Lechoslaw Garbarski (Editor)

Successfully Doing Business/Marketing in Eastern Europe is a unique collection of instructive and detailed essays that will help readers to understand and navigate the complexities of the business world and marketplace of Eastern Europe. The respected authors in this collection seamlessly blend sophisticated analysis and practical advice to enlighten the reader to the peculiarities of consumer behavior, industry policy, and the economic and social demographics in the region.
These informative essays are further complemented by a number of in-depth case studies that demonstrate the difficulties and potentials for success faced by any business person looking to trade in Eastern European markets. For students, educators, entrepreneurs, and business people everywhere, Successfully Doing Business/Marketing in Eastern Europe is an essential resource and guidebook to understanding and profiting in this unique and often unpredictable region.

244 pages, Hardcover

First published November 4, 2008

About the author

Mr. Kaynak is Professor of Marketing and Assistant Director for Research and Planning in the School of Business Administration at Pennsylvania State University at Harrisburg.