How can Marketing be Successfully Standardised for the European Market?

Abstract

Many difficulties are connected with a successful standardisation of marketing in order to make it acceptable to several markets simultaneously. Often the adaptation to the customer′s requirements is inadequate. The judgement of the exporter′s marketing is done from various aspects, of which each plays an important role for whether it is going to be accepted or not, but this has not yet been noticed in the debate. The agreements of the exporter′s marketing with existing laws and with the customer′s preferences are two important aspects of that kind. Through a closer contact between the markets these factors will gain an international validity. Both factors, however, will not become international at the same time, and because of that the standardisation of the marketing can cause problems for the exporter.

Citation

Reichel, J. (1989), "How can Marketing be Successfully Standardised for the European Market?", European Journal of Marketing, Vol. 23 No. 7, pp. 60-67. https://doi.org/10.1108/EUM0000000000580