Most of the published literature about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business‐to‐business sector. Success in the Single European Market will depend on a good understanding of: the differences and similarities between marketing to...

Most of the published literature about the effects of 1992 relate to consumer goods and services, to the neglect of the very large business‐to‐business sector. Success in the Single European Market will depend on a good understanding of: the differences and similarities between marketing to...

Too much emphasis has been given in recent years to competition on price and not enough to building customer loyalty through strong branding based on well‐promoted product quality. While this is understandable under the pressures of recession, continuous price cutting and the consequent...