This thing I call Europe

Asserts that a new environment for marketing is being established in Europe as a result of changing business, cultural, economic and political relationships. Argues that what is happening in Europe is the simultaneous separation and integration of behaviours and structures throughout and between almost all the major institutions. Considers that Americans are not aware of what is taking place in Europe and are continuing to apply outmoded marketing strategies. Companies focus on individual companies and markets for international marketing analysis rather than the large, complex and diverse region of Europe. Markets are taking on new dimensions that defy recognised geographical, political and cultural boundaries. Suggests understanding the differences between markets before trying to discover elements of commonality.