TY  - JOUR
AB  - 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.
VL  - 91
IS  - 3
SN  - 0955-534X
DO  - 10.1108/EUM0000000001882
UR  - https://doi.org/10.1108/EUM0000000001882
AU  - Wolfe Alan
PY  - 1991
Y1  - 1991/01/01
TI  - ″EUROBUYER″: HOW EUROPEAN BUSINESSES BUY
T2  - European Business Review
PB  - MCB UP Ltd
Y2  - 2024/04/24
ER  -