Ennew, Christine T.; Filatotchev, Igor; Wright, Mike; … - In: European Journal of Marketing 27 (1993) 11/12, pp. 21-34
Suggests that the process of transition and the hardening of the budget constraint in the former centrally‐planned economies of Eastern Europe recreates the link between an effective exchange process and business performance. Points out that this in itself creates the potential for marketing...