Nation Branding: Concepts, Issues, Practice

Dinnie, Keith

ISBN 10: 0367569884 ISBN 13: 9780367569884

Editore: Routledge, 2022

Lingua: Inglese

Condizione: Nuovo Rilegato

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Titolo

Nation Branding: Concepts, Issues, Practice

Editore

Routledge

Data di pubblicazione

2022

Lingua

Inglese

ISBN 10

0367569884

ISBN 13

9780367569884

Rilegatura

Rilegato

Edizione

terza edizione

Condizione

New

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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.

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