Transition, Competitiveness and Economic Growth - 7: Marketing Theory and Practice

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Marketing research only entered Hungarian universities and research teams late in the 1960s, and was accelerated by the change in economic system 20 years ago and the expected accession of Hungary to the European Market in 2004. Academics, most in-country, offer a representative cross-section of the main issues being addressed there at the turn of the century. They cover marketing theory, strategic marketing, consumer behavior, marketing methodology, and agri-marketing. There is no index. Distributed in the US by ISBS. Annotation ©2004 Book News, Inc., Portland, OR (booknews.com)