Abstract
Foreign direct investment (FDI) inflows are of crucial importance for the process of reintegration of Central and Eastern Europe (CEE) in the global marketplace. This paper explores the marketing objectives of foreign investors in CEE. The way in which their strategic priorities have been realized is discussed. Recommendations for foreign investors’ behavior in the CEE context are presented at the end of the article.
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© 2015 Academy of Marketing Science
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Marinov, M.A., Marinova, S.T. (2015). Marketing Objectives and Strategies in the Process of Foreign Direct Investment in Central and Eastern European Countries. In: Manrai, A., Meadow, H. (eds) Global Perspectives in Marketing for the 21st Century. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17356-6_56
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DOI: https://doi.org/10.1007/978-3-319-17356-6_56
Publisher Name: Springer, Cham
Print ISBN: 978-3-319-17355-9
Online ISBN: 978-3-319-17356-6
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