Document Type

Conference Proceeding


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Other Version(s)

Conference Proceeding

Publication Date

Winter 12-15-2001


Library and Information Science | Marketing | Public Relations and Advertising

Description, Abstract, or Artist's Statement

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.


From the Eighth Cross-Cultural Research Conference, December 12-15, 2001, Turtle Bay Resort, Kahuku, Oahu, Hawaii.

Taken from the conference program.