“International Marketers would like us to believe that in the “new Europe”

“International Marketers would like us to believe that in the “new Europe”
According to Marieke de Mooij, “International Marketers would like us to believe that in the “new Europe”, with a single currency, consumers will become more similar, will increasingly eat the same food, wear jeans and watch the same television programmes. Reality is different.”Why?

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