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National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect
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Hardcover
from Copenhagen Business School Pr (May 1, 2001)
9788716135162 | details & prices | 186 pages | List price $28.00
About: This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials.
About: This book features in-depth analyses of interactions between brand, country and product images; real-life examples of country branding; and guidelines for managerial action, making it a usful resource for students of International Marketing, International Business and Consumer Behaviour as well as for international marketing managers, industry leaders and government officials.