haku: @author Wills, G. / yhteensä: 39
viite: 6 / 39
| Tekijä: | Wills, G. |
| Otsikko: | The Single Market and national marketing thinking |
| Lehti: | European Journal of Marketing
1991 : VOL. 25:4, p. 148-156 |
| Asiasana: | EEC MARKETING EUROPEAN INTEGRATION ECONOMIC INTEGRATION CULTURE LOGISTICS |
| Kieli: | eng |
| Tiivistelmä: | The European Community is process- or product-oriented, not customer-oriented. The question for those outside the Community is: "Do the principles and practices of international marketing make the case or not to participate?" For those within Fortress Europe two questions emerge: "What can we do to take advantage of the single market?" "What will others be planning to do?" Cultural diversity is predicted to have less relevance in industrial and consumer durable fields. Logistics will be transformed by the single market. Central Europe and the Soviet Union offer major renascent markets. The European marketing manager is adviced to think globally rather than simply European. |
SCIMA