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What U.S. Marketers Should Consider in Planning a PanEuropean Approach

What U.S. Marketers Should Consider in Planning a PanEuropean Approach Examines the implications for US firms of the completion of the ECsingle market in 1992. Considers the nature of the EC market, socialgroups to target in a PanEuropean approach, and product, promotion,pricing and distribution strategies. Concludes that success in theEuropean market depends on speed of response and ability to reduceprices. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Consumer Marketing Emerald Publishing

What U.S. Marketers Should Consider in Planning a PanEuropean Approach

Journal of Consumer Marketing , Volume 9 (2): 5 – Feb 1, 1992

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Publisher
Emerald Publishing
Copyright
Copyright © Emerald Group Publishing Limited
ISSN
0736-3761
DOI
10.1108/07363769210037006
Publisher site
See Article on Publisher Site

Abstract

Examines the implications for US firms of the completion of the ECsingle market in 1992. Considers the nature of the EC market, socialgroups to target in a PanEuropean approach, and product, promotion,pricing and distribution strategies. Concludes that success in theEuropean market depends on speed of response and ability to reduceprices.

Journal

Journal of Consumer MarketingEmerald Publishing

Published: Feb 1, 1992

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