Eastern European potential realised? (promotional marketing in Eastern Europe) (Marketing Guide: International Sales Promotion)

Throughout the current recession in Western Europe, a number of manufacturers have been diverting some of their effort to the newly emerging markets of Central and Eastern Europe. With mass deregulation, low cost media and a large, eager audience the region can be seen as a marketer's dream.

As one might expect, major international manufacturers are all taking advantage of the new opportunities that present themselves in this region.

The use of traditional sales promotion techniques is growing. The major manufacturers are keen to dominate their market sectors before the competition gets in and cheap TV airtime allows brands to become well-known.

However, the retail …