What U.S. Marketers Should Consider in Planning a Pan‐European Approach
Article publication date: 1 February 1992
Examines the implications for US firms of the completion of the EC single market in 1992. Considers the nature of the EC market, social groups to target in a Pan‐European approach, and product, promotion, pricing and distribution strategies. Concludes that success in the European market depends on speed of response and ability to reduce prices.
Guido, G. (1992), "What U.S. Marketers Should Consider in Planning a Pan‐European Approach", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 29-33. https://doi.org/10.1108/07363769210037006
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