EMS - the way ahead

Renee Mitchell, Laura Wendt, Belinda Barker and Marion Appel

The developments in international business, market structure in general and the organisation of marketing across Europe have changed the conditions of media research.

EMS - The way ahead

Marion Appel Inter/View International, The NetherlandsBelinda Barker TIME Magazine, UKLaura Wendt Turner International, United States andRenee Mitchell Reader's Digest Magazine, United States

EMS BACKGROUND

Europe has been working to become unified for years and is now anticipating the single currency for 1999. Indeed the region has come a long way toward creating a single market. Anyone who has travelled knows that English is widely spoken, especially in business and educated circles, simplifying doing business in Europe.

The reality of European media remains diverse and complex. Western Europe...

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