Abstract
This paper aims to start a debate on the concept of Euromarketing by attempting to answer the following questions. What is Euromarketing ? What are the boundaries of Euromarket ? Is it a political issue or more of a cultural, historical and geographic matter ? What are the determinants of Euromarketing ? Who is the Euroconsumer? Additionally, strategies for Euromarketing and other related issues are also discussed.
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© 2015 Academy of Marketing Science
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Dalgic, T. (2015). Euromarketing: Facts and Fiction. In: Crittenden, V.L. (eds) Proceedings of the 1992 Academy of Marketing Science (AMS) Annual Conference. Developments in Marketing Science: Proceedings of the Academy of Marketing Science. Springer, Cham. https://doi.org/10.1007/978-3-319-13248-8_25
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DOI: https://doi.org/10.1007/978-3-319-13248-8_25
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Publisher Name: Springer, Cham
Print ISBN: 978-3-319-13247-1
Online ISBN: 978-3-319-13248-8
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