search query: @journal_id 1474 / total: 134
reference: 5 / 134
| Author: | Boush, D.M. |
| Title: | Projecting Europe: The next 50 years |
| Journal: | Journal of Euromarketing
2003 : VOL. 12:3-4, p. 5-18 |
| Index terms: | Marketing Future History Globalization Politics Europe |
| Language: | eng |
| Abstract: | The article aims to place the future of marketing (hereafter as: m-g.) in Europe within a more general political-economic context, and to use the implications of European unification during the past 50 yrs. for some predictions for the next 50. European Union's (EU) influence is predicted to increase in two phases: 1. a consolidation of the current 15 member states with the less developed or mis-developed states of Central and Eastern Europe, and 2. the expansion of the EU into the former Soviet Union and some Muslim states in the Near East and North Africa. The greatest opportunities and threats are posed by the heterogeneity of this expanding group of states. Marketing is implicated in an expanding Europe both because m-g. practice will change and because m-g. is an instrument of change. |
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