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Marketing in Western Europe : A monolith or a multidimensional market ? / Erdener Kaynak, Frédéric Jallat
Journal Article
The article presents information on marketing in Western Europe. It is observed that the European markets are in a stage of rapid growth and development. This trend is expected to grow at an accelerating rate in the future. The changing macro environmental and consumer behavior trends will have major implications for the marketing strategies of firms operating in the region. Substantial differences in the economic, cultural, and infrastructural environments still exist in Europe. Despite these divergences, blending of lifestyles and growing uniformity in consumer tastes and purchasing behavior will progressively minimize the importance of traditional geographical and political boundaries within Europe.
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