Resource shortages, which have increased in severity since the early 1970's, appear to have had a significant impact on the development of marketing thought and practice in Romania. They may well provide a practical rationale for the emergence of one of the principles underlying marketing in...

The process of consumer goods planning and demand research in a centralised socialist system, that of the German Democratic Republic (GDR) is presented and analysed. The system′s degree of centralisation and performance record; and its effectiveness in meeting consumer needs are evaluated and...

Discusses the Romanian reforms of 1967 and 1978 which went virtually unnoticed, with particular emphasis on the latter date. Highlights recent managerial decentralization measures in Romania indicating marketing implications. Uses official and first‐hand sources in drawing the article...