Lascu, Dana‐Nicoleta; Manrai, Lalita A.; Manrai, Ajay K. - In: European Journal of Marketing 27 (1993) 11/12, pp. 102-120
Describes the contrast between the state of marketing in Romania before and after the fall of communism. Specifically evaluates the changes in the marketing mix components from 1989 to 1993. Presents details of a survey in Bucharest examining how Romanian consumers perceive the changes taking...