To read the full version of this content please select one of the options below:

The European Community Single Market of 1992: European Executives Discuss Trends for Global Marketing

International Marketing Review

ISSN: 0265-1335

Article publication date: 1 May 1991

Abstract

Describes a field study conducted in Western Europe with top executives and management consultants in the global public accounting and consulting firms as well as top administrators in the Commission of the European Community (EC). Respondents expressed optimism about the 1992 single market programme; they saw a “global village” developing internally in the EC and the need to develop markets and tap technologies in each of the global “triad” – North America, the EC and Japan. Marketing was considered to be the most important business function to be affected by the single market developments in the EC.

Keywords

Citation

Daser, S. and Hylton, D.P. (1991), "The European Community Single Market of 1992: European Executives Discuss Trends for Global Marketing", International Marketing Review, Vol. 8 No. 5. https://doi.org/10.1108/EUM0000000001547

Publisher

:

MCB UP Ltd

Copyright © 1991, MCB UP Limited