The Role of Marketing in the Economic Development of Eastern European Countries

The role of marketing in Eastern Europe's economic development is examined. Economic miracles do not happen simply by democratization alone. The vital role that marketing plays in economic development must be clearly understood, and marketing practices must be adhered to. Unless the public and bureaucrats are indoctrinated about marketing, their dreams of achieving economic prosperity may simply remain as dreams. The barriers to marketing in Eastern European countries include: 1. lack of education about capitalism, 2. lack of infrastructure and legal and contractual framework, 3. lack of convertible currency, 4. lack of business culture appropriate for market-driven economies, and 5. difficulty in conducting market research. Emphasis should be placed on removing these barriers and promoting changes that will allow marketing to best perform its critical function.