Marketing in Romania: The Challenges of the Transition froma Centrally‐planned Economy to a Consumer‐oriented Economy

Abstract

Describes the contrast between the state of marketing in Romania before and after the fall of communism. Specifically evaluates the changes in the marketing mix components from 1989 to 1993. Presents details of a survey in Bucharest examining how Romanian consumers perceive the changes taking place in the market in terms of product, price, promotion and distribution. Gives recommendations for marketing in Romania in the future.