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Open Access research with a real impact on health...

The Strathprints institutional repository is a digital archive of University of Strathclyde's Open Access research outputs. Strathprints provides access to thousands of Open Access research papers by Strathclyde researchers, including by researchers from the Physical Activity for Health Group based within the School of Psychological Sciences & Health. Research here seeks to better understand how and why physical activity improves health, gain a better understanding of the amount, intensity, and type of physical activity needed for health benefits, and evaluate the effect of interventions to promote physical activity.

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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.