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The article reports on studies dealing with the transfer of marketing strategy to determine the effect of national identity on multinational promotional strategy in Europe. The author focuses on analyzing data collected on a series of failed marketing campaigns initiated by corporations in the U.S. It is suggested that the failed campaigns, which were targeted at European consumers, signal a shift in consumer preferences in European countries. Data from another study illustrates that a decline in the influence of international print and broadcast media in countries including Scotland and France is the result of a resurgence of national identity in Northern European nations. The author also discusses decision making variables that impact marketing strategy and sales promotion.

Will the European Common Market be a success or a failure? Will the European Common Market countries really become one market by 1970, as planned? This article examines the key role played by the retailer, a figure generally overlooked by the experts. The focus is on one important ECM country, France. [ABSTRACT FROM AUTHOR]