American marketing in the European Union

This 1993 update of previous 1973 and 1983 surveys of US marketing policies in the now renamed and reshaped Economic Union reveals that the obstacles to standardization remain high, and that it has broadly, if ot uniformly, decreased since 1983 – opposite to the trend between 1973 and 1983. Moreover, more marketing decisions by US firms are now made at the European level. Theoretical and managerial implications are drawn from these findings.

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Year of publication:	1995
Authors:	Boddewyn, Jean J. ; Grosse, Robert
Published in:	European Journal of Marketing. - MCB UP Ltd, ISSN 1758-7123, ZDB-ID 2002936-6. - Vol. 29.1995, 12, p. 23-42
Publisher:	MCB UP Ltd
Subject:	Decision making \| European Union \| Marketing mix \| Multinationals \| USA

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Type of publication:	Article
Type of publication (narrower categories):	review
Language:	English
Other identifiers:	10.1108/03090569510102513 [DOI]
Source:	Other ZBW resources

Persistent link: https://www.econbiz.de/10014723145