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Cross-Cultural Acceptance Of The Euro: Assessing The Effectiveness Of Public Information Marketing, Steven W. Staninger
Cross-Cultural Acceptance Of The Euro: Assessing The Effectiveness Of Public Information Marketing, Steven W. Staninger
Copley Library: Faculty Scholarship
The introduction of the euro currency is a major social, cultural, and economic event in the history of Europe. A massive public information marketing campaign has failed to encourage widespread acceptance of the new currency. This paper analyzes the reasons for this failure, and suggests strategies for future campaigns.