PL EN


2012 | 896 | 81-96
Article title

Zróżnicowanie czynników demograficznych i ekonomicznych w krajach Unii Europejskiej jako determinanta działań marketingowych

Title variants
EN
The Diversity of Demographic and Economic Factors in EU Member States as a Determinant of Marketing Activities
Languages of publication
PL
Abstracts
EN
The European Union and its unquestionably greatest achievement – the single market – suggest that EU member states make up a separate region which may be treated by companies as a single market. It may seem, therefore, that marketing activities and the use of uniform tools within the EU’s single market should be relatively simple. Nevertheless, apart from the obvious cultural differences between the particular European countries, due attention should be given to their social and economic diversity. The objective of the paper is to identify selected demographic and economic factors at work in EU member states and to determine the extent to which the EU represents a uniform area from the point of view of marketing. Such issues are of vital importance in the light of the fact that the EU has as many as 501 million consumers. The analysis of demographic and economic factors illustrates that the EU’s single market may be divided into countries with different characteristics. The existing differences may hinder the standardisation of marketing tools.
Contributors
  • Uniwersytet Ekonomiczny w Krakowie, Katedra Marketingu, ul. Rakowicka 27, 31-510 Kraków, Poland, zbikowska@uek.krakow.pl
References
  • Czinkota M.R., Ronkainen I.A. [2004], International Marketing, Thomson – South-Western, Mason.
  • Jednolity akt europejski, eur‑lex.europa.eu/pl/treaties/dat/11986U/word/11986U.doc (dostęp: 15.02.2011).
  • Koźmiński A., Piotrowski W. [1999], Zarządzanie. Teoria i praktyka, Wydawnictwo Naukowe PWN, Warszawa.
  • Wersja skonsolidowana traktatu o Unii Europejskiej, http://eur-lex.europa.eu/LexUriServ/ LexUriServ.do?uri=OJ:C:2008:115:0047:019:pl:PDF (dostęp: 15.02.2011).
  • Wiktor J.W. [2005], Rynek Unii Europejskiej. Koncepcja i zasady funkcjonowania, Wydawnictwo Akademii Ekonomicznej w Krakowie, Kraków.
  • Wiktor J.W., Oczkowska R., Żbikowska A. [2008], Marketing międzynarodowy, Zarys problematyki, PWE, Warszawa.
Document Type
Publication order reference
Identifiers
YADDA identifier
bwmeta1.element.desklight-4674dc49-3e8a-45a2-962a-2a65244864e0
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