图书标签: 美国 政治学 论文 管理学 市场营销 品牌 nation branding
发表于2024-11-29
Nation branding pdf epub mobi txt 电子书 下载 2024
Nation Branding: Concepts, Issues, Practice is a comprehensive and exciting text that demonstrates why nations are embracing the principles of brand management. It clearly explains how the concepts and techniques of branding can be adapted to the context of nations- as opposed to the more usual context of products, services, or companies. Concepts grounded in the brand management literature such as brand identity, brand image, brand positioning, and brand equity, are transposed to the domain of nation branding and supported by country case insights that provide vivid illustrations of nation branding in practice.
Nation branding is a means by which more and more nations are attempting to compete on the global stage. Current practice in nation branding is examined and future horizons traced. The book provides:
* The first overview of its kind on nation branding
* A blend of academic theory and real world practice in an accessible, readable fashion
* A clear and detailed adaptation of existing brand theory to the emerging domain of nation branding
* An original conceptual framework and models for nation branding
* A rich range of international examples and over 20 contributions by leading experts from around the world Country case insights on nation branding strategies currently being utilized by nations such as Japan, Egypt, Brazil, Switzerland, Iceland, and Russia
Clearly and coherently structured, the book is an essential introduction to nation branding for both students and policymakers and will be an essential text for those interested in this fast growing area.
Key Features:
* Seminal text in a cutting-edge, controversial and crucial field of global importance
* Ideal blend of theory and practice
* Twenty individual country case studies, including USA, Hong Kong, Japan, New Zealand, Spain and China.
很全面的一本学术研究书籍
评分很全面的一本学术研究书籍
评分好久没看站在国家立场上思考的书了...对这个主题喜欢不起来。但平心而论是本尚佳的领域入门,有论有证。有人主动吸收反面立场的理论。有人引以为己用。
评分好久没看站在国家立场上思考的书了...对这个主题喜欢不起来。但平心而论是本尚佳的领域入门,有论有证。有人主动吸收反面立场的理论。有人引以为己用。
评分很全面的一本学术研究书籍
评分
评分
评分
评分
Nation branding pdf epub mobi txt 电子书 下载 2024