The radical changes in Central and Eastern Europe (CEE) have brought about changes in marketing in the region, with CEE countries adopting a variety of market orientations. In May 2004 eight of the CEE nations became members of the EU. Other countries are expected to join in 2007. This dynamic but heterogeneous region contains differences in the level of economic development, history, culture, business practices, etc. This book addresses this variety and presents an updated picture of the way marketing is done throughout the region.

NENAD BRKIC Assistant Professor and Vice-Dean, Faculty of Economics, University of Sarejevo, Bosnia and Herzegovina MURIS CICIC Professor of Marketing and Dean, Faculty of Economics, University of Sarajevo, Bosnia and Herzegovina PATRIZIA DE LUCA Associate Professor of Marketing and Retail Management, University of Trieste, Italy ROLAND KAJCA Chief of the Human Resources Policies Office, Bank of Albania, Albania MAJA MAKOVEC BRENCIC Assistant Professor of International Marketing and International Business, University of Ljubljana, Slovenia SVETLA MARINOVA Senior Lecturer, The Birmingham Business School, University of Birmingham, UK ÐURÐANA OZRETIC-DOSEN Associate Professor of Marketing, Graduate School of Economics and Business, University of Zagreb, Croatia ICA ROJSEK Professor of Marketing, University of Ljubljana, Slovenia DONATA VIANELLI Associate Professor, Faculty of Economics, University of Trieste, Italy