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Global Search Engine Marketing: Fine-Tuning Your International Search Engine Results by Kristján Már Hauksson, Anne F. Kennedy

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14. Italy

Italy and the Italian market are a world in themselves, just like other European countries. Italy is one of the most populated countries in Europe with nearly 61 million inhabitants stretched across the boot in the Mediterranean Sea. Italy’s endless beaches and long sunny days make it a natural travel destination—not only for the fine weather, but also for its world-class food and fashion industry.

Slightly more than half of Italy’s population is online (51.7 percent). This makes Italy the fifteenth-largest Internet population in the world and the fourth-largest Internet market in the European Union.

Globalization has considerably changed Italy, and it is no longer the conservative country it was when it had clan-structured families. ...

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