ISBN 13 : 978-07506-8349-4

Sommaire : Part 1 - Scope and scale of nation branding
1.The relevance, scope and evolution of nation branding
2.Nation-brand identity, image and positioning
3.Nation-brand equity

Part 2 - Conceptual roots of nation branding
4.Nation branding and the country-of-origin effect
5.Nation branding and national identity
6.From country-of-origin and national identity to nation branding

Part 3 – Ethical and pragmatic issues in nation branding
7.Ethical imperatives in nation branding
8.Pragmatic challenges to the nation branding concept

Part 4 – Current practice and future horizons for nation branding
9.Elements of nation branding strategy
10.Future horizons for nation branding

Glossary
Index

Langue : Anglais

Localisation : Bibliothèque Campus de Nice

Support : Papier

Etat : Présent

Propriétaire : Bibliothèque