TY  - JOUR
AB  - 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.
VL  - 9
IS  - 2
SN  - 0736-3761
DO  - 10.1108/07363769210037006
UR  - https://doi.org/10.1108/07363769210037006
AU  - Guido Gianluigi
PY  - 1992
Y1  - 1992/01/01
TI  - What U.S. Marketers Should Consider in Planning a Pan‐European Approach
T2  - Journal of Consumer Marketing
PB  - MCB UP Ltd
SP  - 29
EP  - 33
Y2  - 2024/04/19
ER  -