What U.S. Marketers Should Consider in Planning a Pan‐European Approach
Gianluigi Guido
(Professor of Monetary and Capital Markets at the University of Lecce, Italy)
141
Abstract
Examines the implications for US firms of the completion of the EC single market in 1992. Considers the nature of the EC market, social groups to target in a Pan‐European approach, and product, promotion, pricing and distribution strategies. Concludes that success in the European market depends on speed of response and ability to reduce prices.
Keywords
Citation
Guido, G. (1992), "What U.S. Marketers Should Consider in Planning a Pan‐European Approach", Journal of Consumer Marketing, Vol. 9 No. 2, pp. 29-33. https://doi.org/10.1108/07363769210037006
Publisher
:MCB UP Ltd
Copyright © 1992, MCB UP Limited