Abstract
Western businessmen should recognize that the countries of Eastern Europe are in different stages of economic development. Hungary has shown a remarkable degree of economic independence by emulating Western marketing techniques. Competition, much like Western "free enterprise," has been prominent in the Hungarian economy since the Revolution of 1956.
The three sectors of the Hungarian economy (state; semi-private, composed of farm, industrial, and service cooperatives; and private) have shown various degrees of marketing sophistication in applying modern marketing concepts. The political uncertainty inherent in this socialist society has caused the development of a precarious marketing culture.
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