Marketing into Europe (plus ca change)

Abstract

Come 1992 with the onset of the so‐called Single European Market, how will your business change in reality? This article addresses the question of who your customers will be in the future. Was the biggest barrier to trade into other European nations ever legal or has it always been a cultural one? By examining European marketing reality, as opposed to Euro‐propaganda, it seeks to put the claims, that a European market without frontiers will be a single one, into perspective.

Citation

Day, A. (1989), "Marketing into Europe (plus ca change)", European Business Review, Vol. 89 No. 1. https://doi.org/10.1108/EUM0000000001814