Macromarketing and Portugal : problems and prospect

Abstract

Over the past several months, a marketing revolution has begun in Portugal. This revolution will continue at least until 1992, at which time the European Economic Community will truly become a "Common Market", with the free passage across borders of goods, services, ideas, people, and capital. Portugal, the small country on the far Western edge of Europe has, after years of socialism, one of the lowest per capita income in a all of the EEC. As a result, it is in a most vulnerable position regarding the enormous changes that will occur in 1992. It has staked its economic survival past 1992 on free enterprise. The inescapable conclusion is that marketing is the lifeboat upon which the economic survival of the country depends. It is difficult to imagine a more consequential test of the power of macromarketing, and this particular case is clearly worthy of serious study.