Items related to National Image and Competitive Advantage: The Theory...
National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect - Hardcover
"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. "
"synopsis" may belong to another edition of this title.
About the Author:
Eugene D. Jaffe is Professor and Israel D. Nebenzahl is Associate Professor, both at the Graduate School of Business Administration, Bar-Ilan University, Israel.
Review:
"...provides a highly useful and well-informed overview of national image and its effects on domestic and international demand..." -- Professor Nicolas Papadopoulos, Carleton University, Canada
"...provides a highly useful and well-informed overview..." -- Professor Nicolas Papadopoulos, Carleton University, Canada
"...up-to-date examples and supporting evidence...useful lessons for identity professionals...comprehensive and complete work." -- Jack Yan, CEO, Jack Yan & Associates
"...useful lessons for identity professionals applying national branding to any product or service making use of a country's image." -- Jack Yan, CEO, Jack Yan & Associates
"...provides a highly useful and well-informed overview..." -- Professor Nicolas Papadopoulos, Carleton University, Canada
"...up-to-date examples and supporting evidence...useful lessons for identity professionals...comprehensive and complete work." -- Jack Yan, CEO, Jack Yan & Associates
"...useful lessons for identity professionals applying national branding to any product or service making use of a country's image." -- Jack Yan, CEO, Jack Yan & Associates
"About this title" may belong to another edition of this title.
- PublisherCopenhagen Business School Pr
- Publication date2001
- ISBN 10 8716135164
- ISBN 13 9788716135162
- BindingHardcover
- Edition number1
- Number of pages186
- Rating
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