Marketing Research and Culture : Some European Insights

Abstract

The subject that we are going to consider is a difficult one. Specialists that attempt to come to terms with the specifics of a European approach to marketing are generally faced with three problems:

• 1. The political, social and cultural context of the environment influences any marketing research because of the latters vocation and nature. One can easily understand that the diversity and complexity of the European continent leads us to speak of different approaches to marketing in Europe as opposed to a European marketing.

• 2. If one cannot speak of a unique and homogeneous European marketing, it is equally difficult to identify European schools of thought that have evolved in an independent way from the American school.