Multi Europe

Marketing in the new multi-ethnic and multi-cultural Europe
René Romer

The new demographics of Europe and what marketers must do to succeed in this environment of diversity.

Europe today is a multi-ethnic, multi-cultural and multi-religious continent. During the 2006 FIFA World Cup, African footballers represented both African and European nations. The countries of birth of parliamentarians in Europe range from Turkey and Pakistan to Ghana and Morocco. Iranian singer Arash, who migrated to Sweden at the age of 10, reached number one in the Swedish pop charts with the Persian language song Boro Boro. With a fortune worth £14.8 billion, Indian-born steel magnate Lakshmi Mittal is the wealthiest person ever to live in the UK. In Europe’s largest city, London, an estimated 300 different languages are spoken.

This book provides marketing guidelines for tackling such amazing cultural diversity in Europe. From brand building and theme advertising to brand experiences and scene marketing; from database driven marketing to labour market communications; from Public Relations to in-store communications. Whichever field of marketing you are in, this book will be of relevance to you and the future of your career.

RENÉ ROMER is the founder of TransCity, Diversity Marketing & Communications, based in Holland. Since the early 1980s he has held various positions in the field of marketing and communications and was strategy director for the TBWA advertising agency in Amsterdam.

978-1-905736-26-3
£16.99 HB
Rights: All
Sales territory:World ex. Asia & ANZ
Asia & ANZ sales: MCL*
Publication date: August 2007