Integral cultural space and transformation processes in the Central and Eastern Europe: the new challenges for marketing theory

Abstract

The paper aims to evaluete the main features of the creation and development of the integral cultural space in the contex of EU enlargement and of the transition processesin the Central and Eastern Europe. The paper has used the outcomes of the research done over the recent several years, dedicated to the diagnostics of the problems of transformations as well as economic and social development in Central and Eastern Europe with a special reference to the development of the integral cultural space. Major findings show that the creation and development of the integral cultural space in Europe is a very complex and controversial process and in this course variuos problems and conflicts arise. Therefore, to encourage the creation of the integral cultural space in Europe appropriate cultural policies are necessary to be implemented in the Europe. These policies may embrace many priorities, including the preservation of cultural diversity, adaptation and dissemination of integrated European dimensions, elimination of innappropriate factors within humanism and democracy of all European countries. The new marketing theory challenges in the contex of EU enlargement and of the transition processes in the Central and Eastern Europe are analyzed. For implementation of key priorities of culturalpolicies the use of a number of pan-European scale special programmes is suggested. The new non-traditional ideas of possible economic and scial development in Central and Eastern Europe are discussed.