1993 and Beyond

The author of "1992: Strategies for the Single Market" returns with a new book that examines the implications for companies operating in Europe in the light of the recent EC/EFTA treaty and the creation of a much enlarged single European market in the form of the European Economic Area. Providing an overview of how the Single Market has changed, the text covers key issues such as: researching the market; pricing and foreign exchange; the changing legal structure; the EC's technology programme; analysis of European advertising and promotions media; logistics and distribution; customer care; new product development; the impact of the ERM; and pan-European brands.