haku: @indexterm single market / yhteensä: 379
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| Tekijä: | Williamson, P. |
| Otsikko: | Europe's single market challenges sales and marketing |
| Lehti: | Multinational Business
1992 : SUMMER, p. 57-76 |
| Asiasana: | SALES EUROPE SINGLE MARKET TESTS DISTRIBUTION |
| Kieli: | eng |
| Tiivistelmä: | "An integrated market of some 340 million consumers on the doorstep" is the way the official materials often describe the Europe of post-1922. We might wish it were that, but the "single" market covers some 2.4 million square kilometers and comprises a set of consumers with widely divergent needs, buying power, information, habits and brand preferences. Nor can we expect "integration" to deliver to the businessman a neatly homogeneous European consumer, ready to demand the "pan-European" product of tomorrow. Instead, integration will mean more competition and more consumer choice. |
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