Nation Branding : Concepts, Issues, Practice

Dinnie, Keith

ISBN 10: 0367569892 / ISBN 13: 9780367569891

Editore: Routledge, 2022

Riguardo questo articolo

Codice articolo 43833440-n

Dati bibliografici

Titolo: Nation Branding : Concepts, Issues, Practice

Casa editrice: Routledge

Data di pubblicazione: 2022

Legatura: Brossura

Condizione: New

Edizione: terza edizione

Descrizione articolo

Riassunto:

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of nation banding, in which the principles of brand strategy and management are applied to countries globally. This new edition has been comprehensively updated and its influential original framework modified to reflect the very latest changes in the field. It remains an accessible blend of theory and practice rich with international examples and contributions.

Updates to this edition:

• New Academic Perspectives and Practitioner Insights in each chapter
• Updated and new cases from a broad range of nations and cultures
• Fresh coverage of online branding and social media
• New material covering the critical and ethical issues of nation branding, including the limitations
• Updated references and sources
• Updated online resources, including PowerPoint slides and Instructor Manual with end-of-chapter discussion points and suggested answers

This is an essential introduction to nation branding for students of Marketing, Brand Management, Communications, and Public and International Relations, as well as policy makers looking for a rigorous yet applied approach.

Informazioni sull?autore:

Keith Dinnie is Head of Management and Marketing at the University of Dundee, School of Business, UK, and the founder of Brand Horizons (www.brandhorizons.com). Considered one of the world’s leading experts on nation branding, he has published in several international journals, delivered keynote speeches, workshops, seminars and conference presentations across the world.