National Image & Competitive Advantage: The Theory and Practice of Place Branding

Copenhagen Business School Press, 2006 - 237 Seiten
"Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image. "

Im Buch


Preface to the Second Edition
Learning Processes
Misconceptions of Country Image

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