Legal Aspects of Euro‐marketing

The development of a Euro‐marketing strategy requires a link between the marketing and legislative dimensions. Practice has shown that legal aspects are still the main obstacles. Describes a survey involving a umber of major companies, illustrating possible restraints from EU legislation on the implementation of a Euro‐marketing strategy, at the stages of design, testing, distribution and promotion. For the section on EU competition rules an additional sample of 30 companies from The Netherlands and Belgium were interviewed about their expenses in setting up European distribution channels. One major conclusion is that the legal dimension needs to be kept in mind at the earliest stages of developing an international marketing strategy.