The organisation and functions of advertising
The formal organisation of Polish advertising closely resembles that of Soviet advertising. This is hardly surprising. In the previous chapter it was argued that the Polish economy is still highly centralised and close to the Soviet model, with a marketing environment fairly similar to the Soviet one. Advertising and marketing have so far had only a limited development, as in the USSR, and chapter 8 shows that total advertising expenditure is still very small.
KeywordsForeign Trade Advertising Expenditure Polish Economy Marketing Environment Advertising Policy
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