Abstract:

This paper contains information about marketing to countries in Eastern Europe. Drawing on his international marketing research experience, the author indicates that many Western businessmen have tried to build trade relations with Eastbloc countries and have failed. Firms have offered merchandise they knew was needed in the Communist countries, but were unable to sell it despite its being of excellent quality, fairly priced, and adapted to the needs of these countries. The author explains why these firms were not able to sell their products and offers suggestions for successful! selling to the East.