Conference Paper

This paper seeks an answer as to which global marketing communication strategies are applicable for the EU market after the Lisbon Treaty, taking into account the fact that the most effective marketing communication appeal of a product may vary within different markets due to cultural, social and economic differences. Identifying the differences of local markets in terms of needs, demands, competition and local regulations is essential in choosing proper marketing communications targeted at the public. The final part of this paper presents the results of a qualitative survey of the business community in Macedonia which operates internationally with the EU. The objective is to detect the link between the implementation of the Lisbon Treaty, as the output of a globalized Europe, and developed global marketing communications as an output of rapidly globalizing businesses.