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

Jaffe, Eugene D.; Nebenzahl, Israel D.

Softcover

ISBN 10: 8763001721 ISBN 13: 9788763001724

Publisher: CBS Press, 2006

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. "

About this title

Review

This second edition brings Jaffe and Nebenzahl's research bang up-to-date, with important additions ... --Jack Yan, CEO, Jack Yan & Associates

I have no question in my mind that this second edition will quickly become a "must read" ... --Professor Nicolas Papadopoulos, Carleton University, Canada

Edition details

• Publisher: CBS Press
• Publication date: 2006
• Language: English
• ISBN 10: 8763001721
• ISBN 13: 9788763001724
• Binding: Paperback
• Edition number: 2
• Number of pages: 238