The marketing challenges within the enlarged single European market

S.J. Paliwoda, S. Marinova

Research output: Contribution to journalArticle

17 Citations (Scopus)

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.
Original languageEnglish
Pages (from-to)233-244
Number of pages11
JournalEuropean Journal of Marketing
Volume41
Issue number3-4
DOIs
Publication statusPublished - 2007

Keywords

  • eastern Europe
  • economic integration
  • equal opportunities
  • european union
  • market segmentation
  • marketing

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