Marketing in 1992 and Beyond

The moves to establish a Single European Market focus almost entirely on breaking down structural barriers to trade. Despite all the hype, many take solace that while cultural differences remain strong there will never be a true Single Market. However, it is argued that Europeans (including the British) have more in common than is initially apparent and that the differences are diminishing. The marketer needs to be poised to take the challenge represented by this new society and to exploit the growth in trends such as networking, strategic opportunism and open citizenship.