In the past two decades, the relationship between suppliers and customers has undergone a considerable changing process all over the world: both parties place a greater emphasis on the search for synergies in mutual relationships, sincere conversation and trust nurturing. The tendency to cut the...

In the past two decades, the relationship between suppliers and customers has undergone a considerable changing process all over the world: both parties place a greater emphasis on the search for synergies in mutual relationships, sincere conversation and trust nurturing. The tendency to cut the...

Formation of a single market within the EU and democratisation and development of a market economy in Eastern Europe undoubtedly enhance standardisation of marketing in the European area. Multinational companies planning to enter the Eastern European market frequently assume that this region is...