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1992: Its effects on European and global marketing

Date of publication: June 15, 1988

Catalogue: Seminar 1988: International Marketing Reserarch

Authors: Roger Sargood, Malcom R. Mather

Abstract:

The authors feel that the 1992 Single European Act is likely to bring about the most fundamental changes in European business ever seen. The paper examines awareness, attitudes and action being taken or intended to be taken by market research Institutes and clients in preparing for the event. Is it seen as a "Big Bang" or a "Damp Squib"? How much of an opportunity is it or is it a threat? These and a number of other issues are examined from several points of view and using a number of sources.

Roger Sargood

Author

This is a long description of some author details.

Malcom R. Mather

Author

This is a long description of some author details.

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Citation

Sargood and Mather (1988a, June 15). 1992: Its effects on European and global marketing. ANA - ESOMAR. Retrieved June 23, 2025, from


https://ana.esomar.org/documents/1992-its-effects-on-european-and-global-marketing