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What U.S. Marketers Should Consider in Planning a Pan‐European Approach

Gianluigi Guido (Professor of Monetary and Capital Markets at the University of Lecce, Italy)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 1 February 1992

Abstract

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.

Keywords

Citation

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

Publisher

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MCB UP Ltd

Copyright © 1992, MCB UP Limited