Marketing Strategies for the New Europe: A North American Perspective on 1992 was written by John K. Ryans, Jr. and Pradeep A. Rau. This work speaks on the art of doing business in European countries after 27 nations from this continent came up with the European Community-1992 (EC-92), a single market trade policy that covers all these States. This monograph is a comprehensive guide to the EC-92 policy, its rules and regulations. This volume takes you through the entry strategies, financial arrangements and marketing structures of the European Union nations, the opportunities available in these nations post EC-92, and a word of caution on the European Market.
Pradeep A. Rau
Pradeep A. Rau is Professor of Marketing at the George Washington School of Business of George Washington University. He has been part of the faculty at George Washington University since 1990. He has taught in a number of countries including, Brazil, China, Colombia, Denmark, India, Malaysia and Russia.
Professor Rau has co-authored three books and his publications include over twenty articles in professional journals, including the Journal of the Academy of Marketing Science, Journal of International Marketing, Journal of Advertising Research, Management International Review, and International Marketing Review. He has also consulted with a number of organizations in both the public and private sectors.
Dr. Rau specializes in marketing research, marketing strategy, international marketing, and social marketing. He is currently pursuing his research on international marketing strategy and retail analytics.