chapter  5
Marketing Evolution in Transition Economies
Pages 17

For a long time, marketing was not recognized as a useful tool for the socialistic economy and it was even considered risky to use the term. The fi rst book written by one of the authors of this article (R. Glowacki), named “Marketing,” could not be published under this title. The marketing concept presented a heresy within the socialistic economy, so it was necessary to fi nd another title, that is, Company in the Market Place. A similar situation happened with lecturing; therefore, the lectures on marketing were provided under a title such as “New Trends in Capitalistic Economy.” It was surprising that the terminology and title of a book were more dangerous than the content of the book or lecture.