9.3.5 Internet Marketing In Central and Eastern Europe: Will It Catch Up With the West?

Abstract

This paper looks at the Internet as a marketing and e‐business tool, and its prospects in Central and Eastern European countries. Some of the impediments to Internet marketing in Central and Eastern Europe are considered. It is recommended that to narrow the gap with Western Europe, the use of e‐projects would provide flexibility and fast‐tracking capabilities to firms in the transitional economies. These countries can also craft strategies consonant with their own historical and cultural legacies. Insights are offered into Internet marketing prospects for Central and Eastern European countries as emerging and promising economies.