Marketing in the 25 Countries of the European Union — French Global Effects
12:00 p.m., Friday, Oct. 6, 2006
Cornell Auditorium in Plaster Hall
Admission: free

In 2004, the “United States of Europe” grew from 15 to 25 member states. It is important for Americans to understand how historical alliances among France, the different countries of the EU, and the rest of the world still matter today when doing business in France. This session looked at the problems and opportunities the expansion brought with it, including French and EU regulations on marketing and advertising, environmental concerns, and even the standardization of business education.

Dr. Mary McKinley is a professor of marketing at the Ecole Superieur de Commerce et Management (ESCEM) in Tours, France, where she is in charge of courses in strategic marketing, international marketing, green marketing, and consumer behavior. From 1992 to 2002, she lived in Budapest, Hungary and taught marketing, negotiations and conflict resolution, organizational communications, and business ethics at the International Management Center, the University of Economics and Pazmany Peter Catholic University. She is presently an adjunct professor at the Central European University in Budapest, where she teaches each summer. Dr. McKinley has had a long career in marketing and communications in such diverse fields as architecture, marketing research, public relations, higher education, politics, and environment. She has also worked for several agencies of the United Nations, USAID, and the European Commission. In 1996, the International Telecommunications Union in Geneva commissioned her to design the first WWW-based distance education university. Her work has taken her to more than 20 countries.