Paper Abstract
A 5 page paper discussing the advisability of using standardized marketing for attracting a global customer base for a new helicopter skiing service to be based in Russia. The setting is 1992, and there were few such services operating in the world. Only a few existed in Europe, and they were being pressured by environmental groups to cease operations. The best services were in western Canada, literally half a world away from the home of Europeans who enjoyed the costly, intensive sport. The paper concludes that the potential market is homogeneous enough that standardized marketing is appropriate for Russki Adventures. Bibliography lists 2 sources.
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