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Journal of Euromarketing
ISSN (printed): 1049-6483. ISSN (electronic): 1528-6967.
The Journal of Euromarketing aims to meet the needs of academicians, practitioners, and public policymakers in the discussion of marketing issues pertaining to Europe. It helps to increase our understanding of the strategic planning aspects of marketing in Europe and the marketing aspects of the trading relationship between European and foreign firms. The Journal of Euromarketing fosters a conceptual understanding of the European markets and marketing systems, provides analytical insights, and highlight the past, present, and future of European marketing. Currently, there is a vacuum in the marketing literature which needs to be filled by relating the Europe factor to the global marketing scene, emphasizing the horizontal dimension as well as the inter- and intra-trade and marketing activities in Europe. As such, the Journal of Euromarketing covers the following areas of inquiry: functional areas of marketing in Europe and comparisons with the practices of those in other regions, the dynamics that account for the linkage of European national markets into markets of the developing world, North and Latin America, the Far East, and Africa, the best methods available for marketing goods and services in different socioeconomic, cultural, and legal-political environments of Europe at national and regional levels, the method by which European marketing institutions are linked together into viable and coherent business systems, the type of environmental factors prevailing in different European countries of the region which force changes in the marketing structure of the area countries, the efficiency of the marketing system in performing its universal functions in the countries of Europe and strategies to overcome the weaknesses of the marketing system of the region, the various stages of market and marketing system development in Europe as a working device for generalizing and possibly predicting likely developments in marketing in individual countries of the region.
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