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

The European Community Single Market of 1992 European Executives Discuss Trends for Global Marketing Describes a field study conducted in Western Europe with topexecutives and management consultants in the global public accountingand consulting firms as well as top administrators in the Commission ofthe European Community EC. Respondents expressed optimism about the1992 single market programme they saw a global villagedeveloping internally in the EC and the need to develop markets and taptechnologies in each of the global triad NorthAmerica, the EC and Japan. Marketing was considered to be the mostimportant business function to be affected by the single marketdevelopments in the EC. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png International Marketing Review Emerald Publishing

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

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0265-1335
DOI
10.1108/EUM0000000001547
Publisher site
See Article on Publisher Site

Abstract

Describes a field study conducted in Western Europe with topexecutives and management consultants in the global public accountingand consulting firms as well as top administrators in the Commission ofthe European Community EC. Respondents expressed optimism about the1992 single market programme they saw a global villagedeveloping internally in the EC and the need to develop markets and taptechnologies in each of the global triad NorthAmerica, the EC and Japan. Marketing was considered to be the mostimportant business function to be affected by the single marketdevelopments in the EC.

Journal

International Marketing ReviewEmerald Publishing

Published: May 1, 1991

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