Marketing services in the new Europe

Date of publication: June 15, 1991

Author: Martin Sorrell

Abstract:

The whole European movement is supply- driven. It is driven by the suppliers of goods and services and it is driven by the suppliers of political and economic policies. Behind it all, of course, is the underlying assumption that all this will end up being of benefit to the citizen and the consumer - but that has not been the principle motivator. The principle motivator has been the fear of competitive failure and the recognition that only united does Europe have a hope of staying in contention with the big boy.

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