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 (http://dx.doi.org/10.1108/03090560710728309)

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.

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• Item metadata

  Item type:	Article
  ID code:	4429
  Dates:	Date Event 2007 Published
  Subjects:	Social Sciences > Commerce > Marketing. Distribution of products
  Department:	Strathclyde Business School > Marketing
  Depositing user:	Strathprints Administrator
  Date deposited:	13 Nov 2007
  Last modified:	11 Nov 2024 08:51
  URI:	https://strathprints.strath.ac.uk/id/eprint/4429