Denis Goussarov
Introduction
Despite the growth of the omnipresent global consumer culture and internationalization of management and marketing education, there remain significant differences between how marketing science is studied and practised in Eastern and Western Europe.
Considering the rapid diffusion ofWestern consumerism in the previously centrally planned, heavy industry-focused ex-Soviet countries since 1991, one would expect the international marketing model that has worked so well in the developed Western countries to have been adopted immediately by the emerging businesses without the need for many changes. ...
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