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Marketing under the Conditions Set by the European Union and Necessary Changes for Bulgarian Business – Vassileva, A., Collection Entitled The Accession of the Republic of Bulgaria to the European Union as a Factor Determining a new Position of the Country in the International Labour Division, Stopanstvo University Publishing House, Sofia, 2

(Article, Collection Entitled The Accession of the Republic of Bulgaria to the European Union as a Factor Determining a new Position of the Country in the International Labour Division, Stopanstvo University Publishing House, Sofia, 2007)

 

The article provides an analysis of the particularities of marketing in the European Union, which includes a set of managerial activities carried out in an international marketing environment, featuring considerable similarities and differences of the political, economic, and socio-cultural conditions. The European marketing practices continuously develop in the process of acquiring information and turning the latter into useful knowledge. A key factor is the knowledge available in a company regarding market conditions and means of production, promotion, and distribution of goods on European markets. Most companies enter the EU market with simple marketing strategies and goals, but soon switch to more sophisticated approaches, thus skipping the intermediate stages known from traditional models of internationalization. Hence, the development of a European marketing strategy relies on the companies’ capabilities to gain knowledge on the balance and differentiation of the EU market and to rapidly tailor their strategies on the basis of the acquired knowledge.