June 2002
Intermediate to advanced
384 pages
10h 33m
English
The positioning of Ireland as the most favorable region for multinational companies to situate their European operations is one of the great marketing success stories of the Innovation Economy. Indeed, the Irish have shown that with clear, consistent, and compelling communications, in combination with diligent face-to-face contact with the targeted companies it seeks to attract, small regions can succeed in the Innovation Economy.
The Irish advertising story is remarkable for several reasons. Ireland was positioned as an attractive, profitable place to do business despite significant prejudices and handicaps the ...
Read now
Unlock full access