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The Impact of EU Legislation on the Marketing of Goods and Services in the European Union

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  • Simon A. Mercado

    (Nottingham Business School, UK)

Abstract

This 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.

Suggested Citation

  • Simon A. Mercado, 2003. "The Impact of EU Legislation on the Marketing of Goods and Services in the European Union," Zagreb International Review of Economics and Business, Faculty of Economics and Business, University of Zagreb, vol. 6(1-2), pages 43-56, May - Nov.
  • Handle: RePEc:zag:zirebs:v:6:y:2003:i:1-2:p:43-56
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    More about this item

    Keywords

    European Union; international business; international marketing; legislation;

    JEL classification:

    • F02 - International Economics - - General - - - International Economic Order and Integration
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

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