Other: (please specify below)
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.
Digital USD Citation
Staninger, Steven W., "Cross-Cultural Acceptance Of The Euro: Assessing The Effectiveness Of Public Information Marketing" (2001). Copley Library: Faculty Scholarship. 19.