Abstract
The Single European Market seems inevitable and beneficial to commerce. Its full implementation will be delayed long after 1992, because of many remaining fiscal, legal and operational problems, not least of which will be the lack of harmonization of consumers. Prospects nevertheless appear good both for some traditional local brands and for new Euro-brands aimed at satisfying needs held by majorities (or even quite small minorities) across Europe. This paper reviews alternative marketing approaches that might be profitable, and the organizational changes needed to implement them successfully.
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