National Image & Competitive Advantage
- The Theory and Practice of Place Brandingaf Eugene D Jaffe, Israel D. Nebenzahl
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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