Most of the published literature about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business‐to‐business sector. Success in the Single European Market will depend on a good understanding of: the differences and similarities between marketing to businesses and to domestic consumers; the relatively complex structure of each customer′s decision‐making unit; the characteristic ways of doing business in each EC country (which will continue to differ long after 1992); and the choice of communication channels through which their decisions can be influenced. Implementing an effective marketing plan for Europe will for most companies demand changes in management structure, so as to profit from the new opportunities for integrated marketing communications campaigns.
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