Abstract:
This paper attempts to quantify some of the key differences and similarities between European countries through comparative empirical data, and to suggest some common threads. It compares first the different media environments and different behavioural responses to those media. Second, it addresses the wider issue of altitudinal differences between countries and the implications for cultural harmony. Third, in the light of these differences, it looks briefly at the relevance and effectiveness of the European instruments of regulation. Finally, it draws some conclusions about cultural barriers to European media initiatives.
Case Studies
Marketing Western brands to the new Europeans
Catalogue: Seminar 1993: Marketing Integration Of West And East Europe
Authors: David Craig, Rupert K. Tower
Company: QRi Consulting Ltd.
June 15, 1993
Research Papers
Why are some local brands more successful than any other brand?
Catalogue: Seminar 1998: Adding Transparency To Brand Management
Authors: Aivar Voog, Ulle Parnoja
Company: KANTAR TNS Malaysia
June 15, 1998
