Marketing in East Germany

Date of publication: June 15, 1991

Abstract:

The East German population is characterised by five main patterns : 1. Unique situation in Europe : A German-latin cocktail 2. A modem social society in transition towards a consumer society 3. Heritage of socialism : social commitment 4. Socialist hangover : command-obey system 5. A split society : women vs men young vs old vital pole vs autonomous pole They show opportunities as well as threats for a relatively harmonious unification of the two Germanics. In 1990 the positive vital forces prevailed over the sceptical and negative ones. The coming years will determine in a more precise way, which type of transformation will be adopted by East Germany: 1. Step by step integration 2. Conflicts around social values 3. Frustrated vitality and anomy.

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