1993 And Beyond

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James Dudley's 1992: Strategies for the Single Market proved to be the definitive best seller on the single market, establishing the author as one of Europe's leading single market experts.Now that the single market is a reality, 1993 and Beyond replaces its forerunner and examines the implications for businesses operating in Europe in the light of the recent EC/EFTA treaty and the creation of the much enlarged single European market, in the form of the European Economic Area.With all its comprehensive information and advice completely revised and up to date, this new book provides a thorough, exhaustive and current overview of how the single market has changed. The key issues covered include researching the market, pricing and foreign exchange, the changing legal structures, the EC's technology programme, analysis of European advertising and promotions media, logistics and distribution, customer care, new product development, and pan-European brands.Above all, the new frameworks which James Dudley presents for strategic analysis and planning are all tried and tested.For all businesspeople looking to take advantage of the increased opportunities created by the newly enlarged single market, 1993 and Beyond is essential reading. For those who read 1992, it will be a welcome update on the European scene and for new readers it will provide a vital starting point for European expansion.