A cross-cultural enterprise

Describes some of the lessons learnt by Enterprise Rent-A-Car, an American company, when it started marketing first in Britain and then elsewhere in Europe.

A Cross-Cultural Enterprise

Jamie CollinsEurope, Enterprise Rent-A-Car

As most marketers today will testify, the success of your message, and indeed your product or service, is intrinsically linked with your knowledge of the target audience. Segmentation...

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