Abstract
Changes in the European Community present opportunities for marketers. A unification effort (EC92) will ease the exchange process. There are economies of scale and cost efficiencies to be gained. However, the target market must be reanalyzed. European consumers must be segmented by other means than geographic. Mass marketing and niche marketing may both be used to reach the new Euromarket.
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Keywords
- European Community
- European Economic Community
- American Market Association
- Corporate Brand
- European Consumer
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Schaeffer, R.A., Balazs, A.L. (2015). The Viability of Pan-European Marketing. In: Sirgy, M., Bahn, K., Erem, T. (eds) Proceedings of the 1993 World Marketing Congress. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-17323-8_86
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