Marketing in Western Europe: A monolith or a multidimensional market?

Erdener Kaynak, Frédéric Jallat

Research output: Chapter in Book/Report/Conference proceedingChapter


Europe is emerging as an important internal market. As such, it offers tremendous opportunities and challenges for companies wanting to explore trade and investment possibilities. It is pointed out that Europe is the largest regional market in the world where the highest trade takes place among the member states of the European Union. On May 1st, 2004, the European Union was enlarged to 25 member countries which now offer major opportunities for firms of all sizes providing products and services to the consumers of some 450 million people. In order to capitalize on these vast market and business opportunities, companies must fully understand the changing macro environmental and consumer/organizational buyer behavior trends and take appropriate actions. In this fast changing Euro market, increasingly more pro-active marketing approaches must be undertaken for the attainment of better results.

Original languageEnglish (US)
Title of host publicationMarketing Issues in Western Europe
Subtitle of host publicationChanges and Developments
PublisherTaylor and Francis
Number of pages14
ISBN (Electronic)9780203051306
StatePublished - Jan 1 2012

All Science Journal Classification (ASJC) codes

  • General Economics, Econometrics and Finance
  • General Business, Management and Accounting


Dive into the research topics of 'Marketing in Western Europe: A monolith or a multidimensional market?'. Together they form a unique fingerprint.

Cite this