Marketing in today's Ukraine.
Irina AkimovaKharkov State Polytechnic University, Ukraine
Several years ago the Ukraine started its move to a market-led economy. The process of transition required fundamental economic, political and organizational restructuring. It pushed the managers to change their traditional priorities from the increasing of production volume to identifying the appropriate target markets and developing products and services that meet consumer needs. It involved the strong necessity for the business units to adopt and practise effective marketing.
However, the acceptance of marketing values and concepts is a gradual and contradictory process. The barriers to the adoption of marketing...