期刊名称：Zagreb International Review of Economics and Business
印刷版ISSN：1331-5609
出版年度：2003
卷号：6
期号：1-2
页码：43-56
出版社：Ekonomski fakultet Sveučilišta u Zagrebu
摘要：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.
关键词：European Union; international business; international marketing; legislation
