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The marketing challenges within the enlarged single European market

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 0309-0566

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Abstract

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.

Item type: Article
ID code: 4429
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
Related URLs:
    Depositing user: Strathprints Administrator
    Date Deposited: 13 Nov 2007
    Last modified: 04 Sep 2014 17:51
    URI: http://strathprints.strath.ac.uk/id/eprint/4429

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