Abstract
Considers the policies adopted with regard to the import car marketing strategy from East Europe. Looks at the success achieved by two car producers, and presents empirical evidence from an extensive market‐research study in order to examine the type of purchasing decision most open to influence by the marketing of East European producers Illustrates the problems and possibilities for East European producers in the West. Reveals that development through experienced Western distributors is often more preferable than handling the market direct.
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