Marketing – in Chaos or Transition?

Abstract

East Europeans are asking for know‐how, particularly marketing know‐how. At this moment in time, do we have confidence in our understanding of the role of marketing in both its micro and macro dimensions? Has what we have defined as the marketing concept relevance to economies in transition, indeed is the marketing concept, rooted as it is in the model of Anglo‐Saxon capitalism, relevant either to the German and Japanese models of capitalism or to those economies which are struggling to replace Marxist dominated systems with so‐called market driven systems?