Abstract

The European Union (EU) with its current 28 member states and over 510 million inhabitants offers tremendous market opportunities for marketers around the globe. Among the different trading blocs that were formed in recent history, the EU has definitely reached the most profound regional integration encompassing economic, political and social dimensions. These achievements have spurred practitioners and researchers to discuss pan-European marketing as opposed to country-by-country marketing strategies (Sciglimpaglia and Saghafi 2004).