Rijkens, Rein

European Advertising Strategies : The Profiles and Policies of Multinational Companies Operating in Europe

Many companies are studying the means to take advantage of the opportunities offered by a unified European market. The book provides insights through an examination of 13 international companies - operating 15 brands. Some of the questions addressed are: to what extent should marketing and advertising be centralized; which managerial and organizational conditions must be met for centralized advertising to produce optimal results in market places with different cultures and languages; and, what are the benefits of such centralization to both consumers and advertisers.