Learning to Love the Euro

Judie Lannon

The article discusses the launch of the euro currency, which is described as an awesome logistical project, from a marketing communications point of view.

Global, multinational advertising
Integration strategy

Integrated Communication

Learning to love the Euro

Judie Lannon

The launch of the euro currency, beginning in January 2002, has occasioned an overload of statistics describing the size, scale and aspirations of this extraordinary enterprise. The logistics...

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