Marketing Rights: Some Planning Implications of EEC Decisions

Marketing practice in the EEC is subject to the Articles of the Treaty of Rome relating to free movement of goods and competition. Judgments concerning these Articles and accumulating case law have implications for the planning of marketing strategy and the determination of many marketing mix decisions. Examples to demonstrate the scope and basis of these judgments are considered and some implications discussed. Greater cognisance by marketers of the legal dimension is suggested for fundamental reassessment of competitive behaviour.