Synopsis
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.
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Review
This 2. ed. brings Jaffe and Nebenzahl's research bang up-to-date, with important additions in the area of nation branding ... -- Jack Yan, CEO, Jack Yan & Associates
Synopsis
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.
"About this title" may belong to another edition of this title.
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National Image and Competitive Advantages : The Theory and Practice of Place Branding
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National Image and Competitive Advantage: The Theory and Practice of Place Branding
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Softcover. Condition: Très bon. Ancien livre de bibliothèque avec équipements. Edition 2006. Ammareal reverse jusqu'à 15% du prix net de cet article à des organisations caritatives. ENGLISH DESCRIPTION Book Condition: Used, Very good. Former library book. Edition 2006. Ammareal gives back up to 15% of this item's net price to charity organizations. Seller Inventory # G-908-090