Specific Euro-marketing elements in the single European market. A Cultural approach

Abstract

European Union represents a challenge for the economists to adapt to a new structure and a new way of doing business. It created a new type of market – The Single European Market – and generated specific issues regarding the defining elements of this. New standards, new types of consumers, the European approach regarding products, doing business at the over-national level with doing the payments in a single currency are just a few of the specific elements that motivate a new specialization of marketing, euro-marketing. In this context, the European cultural elements influence in a specific way that has to be considered in the European market and in the context of the European legislation.