Trade Blocs and Marketing:

Abstract

This paper discusses the emergence and present role of trade blocs in terms of their implications for marketing strategy and research. The economic integration, international marketing, and related literatures serve as the basis for an analysis of the antecedents and growth determinants of trade blocs and a tentative typology and overview of existing trade-oriented country groupings. The analysis suggests that trade bloc-specific implications and strategies differ from global or national ones, but also from those related to regions where no formal trade association is present.