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National image & competitive advantage : the theory and practice of place branding

Author: Eugene D Jaffe; Israel D Nebenzahl
Publisher: Herndon, VA : Copenhagen Business School Press, 2006.
Edition/Format:   Print book : English : 2nd ed.View all editions and formats
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Suitable for: 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  Read more...

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Additional Physical Format: Online version:
Jaffe, Eugene D.
National image & competitive advantage.
Herndon, VA : Copenhagen Business School Press, 2006
(OCoLC)647555534
Material Type: Internet resource
Document Type: Book, Internet Resource
All Authors / Contributors: Eugene D Jaffe; Israel D Nebenzahl
ISBN: 8763001721 9788763001724
OCLC Number: 69174547
Description: 237 pages : illustrations ; 24 cm
Contents: Introduction: Image, Images and imagination --
The theory of country brand and product images --
Monetizing brand and country image --
It's all in the eyes of the consumer --
Managing country of origin effects by the firm --
Managing country of origin effects by industry and government --
Legal aspects of country image.
Other Titles: National image and competitive advantage
Responsibility: Eugene D. Jaffe & Israel D. Nebenzahl.
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The original edition of "National Image and Competitive Advantage" was the most comprehensive volume on country-of-origin effect and nation branding at its release. This second edition brings Jaffe Read more...

 
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