EUROPEAN MARKETING - CONCEPT FOR EFFICIENT EXCHANGE OF THE SINGLE MARKET OF THE EUROPEAN UNION

Abstract

The scale of economic and political integration of the European Union is unprecedented within the whole history of mankind and in many areas it exceeded the level of cooperation between territorial communities and some free federations. European Union gives the current configuration of European countries, modern and sustained nature. By the emergence and gradual enlargement of the EU is formed the common market, which forms a strong economic area without internal frontiers with the free movement of goods, persons, services and capital. Currently market represents 40% of world trade and it is the largest internal market with fixed terms applied to all EU countries. It is alliance of 27 states, with their own traditions, manners, languages, culture and religion, into a multinational unit where the country differences intersected. Common market requires a specific marketing approach and the concept must take into account changeable market conditions, depending on country where we do business. In present time European Union includes many different countries, which are difference in economy development, size, cultural, tongues, religion, habits and history. The main aim of EU is to make up economy and currency union, which is development, competitive ability and could be successful in the global economy. The important task of the integration is to support competitive ability of all member countries and its companies and creating the common market, where can be European marketing helpful in this case.