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Published in:
2015 | OriginalPaper | Chapter
An Evaluation of the Role of Marketing Programs in the Development Process: The Case of Eastern Europe
Authors : A. Ben Oumlil, C. P. Rao, Allan C. Reddy
Published in: Proceedings of the 1993 World Marketing Congress
Publisher: Springer International Publishing
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Marketing has a vital role to play in the economic and social changes of a nation. In this paper, the focus is on the relevance of marketing in establishing the national economic and social goals in the context of the Eastern European economy. Furthermore, the attempt is made to demonstrate the usefulness of the marketing approach to solving the macroeconomic social problems facing the region. Several barriers to marketing in Eastern European countries are enumerated, and emphasis needs to be placed on removing the barriers and promoting changes that will allow marketing to best perform its critical function of stimulating economic growth.