Abstract
This paper reviews software marketing issues facing the software editor starting in the post-communist market. The authors first establish a typology of marketing models for the software industry, then study the limits of these models for Eastern European markets. Although it is recognized as a major growth market for the next decade, the software market in Eastern Europe presents specific constraints like the lack of established distribution channels, widespread gray markets and major localization expenses.
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© 1997 Springer Science+Business Media Dordrecht
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Peyrard, E.F., Peyrard, M.L. (1997). Marketing of Software in Post-Communist Societies. In: Rabkin, Y.M. (eds) Diffusion of New Technologies in the Post-Communist World. NATO ASI Series, vol 13. Springer, Dordrecht. https://doi.org/10.1007/978-94-011-5770-4_5
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DOI: https://doi.org/10.1007/978-94-011-5770-4_5
Publisher Name: Springer, Dordrecht
Print ISBN: 978-94-010-6435-4
Online ISBN: 978-94-011-5770-4
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