Euromarketing: Facts and Fiction

This paper aims to start a debate on the concept of Euromarketing by attempting to answer the following questions. What is Euromarketing ? What are the boundaries of Euromarket ? Is it a political issue or more of a cultural, historical and geographic matter ? What are the determinants of Euromarketing ? Who is the Euroconsumer? Additionally, strategies for Euromarketing and other related issues are also discussed.