Development of European Business and Marketing in New Europe

Zečević, Leposava (2011) Development of European Business and Marketing in New Europe. In: International scientific conference: Management Development in Central and South East Europe, European Academy of Science. European Academy of Science; European University, Vienna ; Belgrade, pp. 98-115. ISBN 978-3-9503225-0-7

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Abstract

European marketing involves managing activities that lie somewhere between local and international marketing. Countries that are integrated into the EU and Euroland face marketing management with these member states that closely resembles local marketing. Marketing of European countries that are not in the EU or Euroland involves larger legal and economic differences. Social and cultural differences between European countries and these contribute to the difference between European and domestic marketing. The most important factors of European Business and marketing in New Europe are: 1. Process of connecting European with international marketing 2. European market segmentation 3. Brand-building of Integrated marketing communication 4. European Marketing connection with modern consumer Creative wealth and constant inspiration of European environment is the very incentive that encourage us to create, over and over again, the modern state of mind of the consumer with great social responsibility.

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