The marketing challenges within the enlarged single European market

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.