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National Image & Competitive Advantage

National Image & Competitive Advantage PDF Author: Eugene D. Jaffe
Publisher: CBS Press
ISBN:
Category : Brand image
Languages : en
Pages : 244

Book Description
"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. "
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