American Marketing in the Common Market

American Marketing in the Common Market

American Marketing in the Common Market

American Marketing in the Common Market

Excerpt

The activities of American manufacturers in the Common Market have become a controversial issue. The Member Countries have an ambivalent attitude toward the American presence, welcoming the benefits brought by these companies but fearing the possibility of an economic Trojan horse. On the other hand, American manufacturers find their European operations increasingly important in their total sales and profit picture.

The primary purpose of this study is to examine the approach of American companies to the continental European market, especially to the EEC countries. The major questions considered are: How do American manufacturers market to these European countries? and, How has the formation of the Common Market affected their marketing approach? There is a secondary examination of the relations between the American firms and the Member Countries of the EEC.

The study was financed by a grant from the Marketing Science Institute in Philadelphia, whose assistance is gratefully acknowledged. Special thanks are due to Professor D. Maynard Phelps of The University of Michigan for his helpful,critical review of the entire manuscript. Finally, the friendly and generous cooperation of numerous executives in the participating firms must be noted. The wealth of data they supplied made this study possible, and the interviews themselves made the research a pleasurable experience.

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