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National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect

Author Eugene Jaffe

Format Hardcover

Publisher Copenhagen Business School Press

Category Business

Out of Stock

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Available Copies Details Synopsis

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

No copies of this item are currently available.

National Image and Competitive Advantage: The Theory and Practice of Country-Of-Origin Effect

Out of Stock

Authors

Additional Info

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