Paliwoda, S.J. and Marinova, S. (2007) The marketing challenges within the enlarged single European market. European Journal of Marketing, 41 (3-4). pp. 233-244. ISSN 0309-0566Full text not available in this repository. (Request a copy from the Strathclyde author)
The aim of the paper is to present an overview and an assessment of the challenges and opportunities for businesses that emerge from the greater diversity and complexity in doing marketing in the expanding EU. The paper argues that marketers' perceptions of marketing in the EU have changed with the market expansion of companies in the new EU accession states. From first being seen externally as a protectionist fortress, marketing in the EU has emerged internally at least as a protector of diversity across its current member states.
|Keywords:||eastern Europe, economic integration, equal opportunities, european union, market segmentation, marketing, Marketing. Distribution of products, Marketing|
|Subjects:||Social Sciences > Commerce > Marketing. Distribution of products|
|Department:||Strathclyde Business School > Marketing|
|Depositing user:||Strathprints Administrator|
|Date Deposited:||13 Nov 2007|
|Last modified:||06 Jan 2017 06:06|