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

by Eugene D. Jaffe, Israel D. Nebenzahl

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.

238 pages, Paperback

First published June 26, 2001

Reviews

[Firat Fidan · Rating 3 out of 5]

Daha çok üniversitelerde okutulan ders kitabı niteliğinde bir pazarlama kitabı. Ülkelerin imajları ve üstünlük avantajları hakkında derinlemesine analizler sunan ve gerçek zamanlı örneklemelere yer veren ağır akan bir kitap. Ülkeleri marka gibi görüp hangi uygulamalarla birbirlerine karşı daha üstün oldukları anlatılıyor. Sıkıcı bir kitap :)