Single market Europe : opportunities and challenges for business /

Makridakis (European Institute of Business Administration, France) and 17 expert contributors (most of whom are affiliated with the same Institute) provide practical information for business executives on the European Community's plan for a single market, scheduled to be completed in 1992. Topics covered include evolution of the single market; competition with the US and Japan; characteristics and challenges of the integrated market; cultural and managerial issues; integration of the financial/monetary system; and a look beyond 1992. Although practically oriented, the work is not a "cookbook" rather it is a source of ideas and insights over a broad perspective. The editor permits contributors to develop their topics in an individualistic style without stifling creativity to achieve uniformity. The editor's contributions, especially the preface, indicate overall relationships. Most works in this field focus on economic or political rather than marketing interests, and those addressing marketing considerations often stress special interests, e.g., John K. Ryans and Pradeep A. Rau, Marketing Strategies for the New Europe (CH, Nov'90), and Europe 1992: An American Perspective ed. by Gary C. Hufbauer (CH, Dec'90), both of which address US interests. Some chapters contain excellent graphs/tables, bibiographies. Recommended for academic and public libraries.-W. C. Struning, Seton Hall University