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. Subjects covered include: consumers' perception of countries as sources for brands and products; how to utilize country image by a firm; how to manage national promotion campaigns of country image; country of origin labeling requirements; the use of the made-in label as a trade barrier; and the future role of brand and country images in the age of E-commerce.
Authors
Eugene Jaffe
Additional Info
- Publisher: Copenhagen Business School Press
- Format: Hardcover
- ISBN: 9788763000314
| SKU |
Condition |
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| 3509312 |
Very Good
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54-25-5 |
$11.99 |
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