You are the Marketing Director for your national airline. Part of the airline’s strategic plan is aimed at
increasing the passenger numbers using the airline from the EU.
You will need an agency with expertise of your target market as well as knowing the European
cultures extremely well, which means that you will be appointing an overseas agency.
Critically evaluate the features and issues that using an overseas agency entails and write a detailed
organisational specification of the agencies that you will invite to be part of the tender process

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