search query: @journal_id 1740 / total: 24
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| Author: | Sticker, J. |
| Title: | How America conquers Europe |
| Journal: | Strategies Europe
2001 : MAR, 6, p. 54-55 |
| Index terms: | MARKETING AMERICA CONSUMERS |
| Language: | eng |
| Abstract: | Despite the accusations of some European marketers to the contrary, most successful American companies have known for some time that they must embrace the cultural and linguistic differences of each European market to be successful. At the same time, though, they understand that the right name and the right campaign can create a resonance from Athens to Zurich. Music, for instance, is an international communications tool that a certain soft drinks marketer has used to great effect. |
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