Tóm tắt
East Europeans are asking for know‐how, particularly marketing know‐how.
At this moment in time, do we have confidence in our understanding of
the role of marketing in both its micro and macro dimensions? Has what
we have defined as the marketing concept relevance to economies in
transition, indeed is the marketing concept, rooted as it is in the
model of Anglo‐Saxon capitalism, relevant either to the German and
Japanese models of capitalism or to those economies which are struggling
to replace Marxist dominated systems with so‐called market driven
systems?
