Expanding markets in Eastern Europe: Positioning Western brands in the former Soviet Bloc.

The expansion of the international marketing environment has, in many cases, rendered insufficient traditional company-to-consumer marketing strategies used in the West, as the need to target, communicate with, and address the needs of different constituencies has increased.

Expanding markets in eastern Europe: Positioning western brands in the former Soviet bloc.

Michael Cohen ARC Consulting, USA andJennifer A Scott KRC Research and Consulting, USA

INTRODUCTION

The opening of Eastern Europe and the former Soviet Union to the influence and contingencies of the international marketplace has brought new opportunities and challenges to Western corporations seeking to market their products to a newly created population of potential consumers.

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