The Impact of EU Legislation on the Marketing of Goods and Services in the European Union
AbstractThis paper examines the major contribution made by the European Union (EU) to the regulation of marketing activities in the Single European Market. EU legislation is examined along eight dimensions in which marketing managers must make strategic decisions and which unite the firm in its attempt to deliver value to its customers. The argument put forward is that through careful examination of EU legislation and anticipation of incremental change in policy regimes, marketers within the European Union can gain a clearer understanding of their operational environments and establish a platform for more competitive marketing strategies.
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Bibliographic InfoArticle provided by Faculty of Economics and Business, University of Zagreb in its journal Zagreb International Review of Economics and Business.
Volume (Year): 6 (2003)
Issue (Month): 1-2 (May - November)
Postal: Zagreb International Review of Economics and Business, Faculty of Economics and Business, Trg J. F. Kennedy 6, 10000 Zagreb, Croatia.
Find related papers by JEL classification:
- F02 - International Economics - - General - - - International Economic Order; Noneconomic International Organizations;; Economic Integration and Globalization: General
- M31 - Business Administration and Business Economics; Marketing; Accounting - - Marketing and Advertising - - - Marketing
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