Marketing planning in central and Eastern Europe

Abstract

This paper addresses the implementation of marketing planning in Central and Eastern Europe with special emphasis on Hungary, Poland and Bulgaria. The results of a 12‐month investigation are presented through reference to mailed surveys conducted in each country. Marketing planning in the region is rudimentary, often the emphasis being on shorter term sales or financial plans, rather than longer term marketing plans. Despite the low levels of marketing planning in general, a small group of enthusiastic planners did emerge. Contents of marketing plans are discussed together with issues of plan implementation.