The Single European Market: Its Impact on Strategic Bank Marketing

The signing of the Single European Market Act in 1987 committed EC member states to the principles of establishing a single internal market within which all barriers to trade in services and manufacturing and obstacles to the movement of factors of production will be removed. In this context, the liberalisation of financial markets is assessed. Aspects of the present regulatory frameworking affecting suppliers of financial services are examined and the Commission′s proposals for the removal of technical barriers discussed. Some of the positive implications of these proposals for marketing strategies in the banking sector are considered.