National Image & Competitive Advantage
Download or Read eBook National Image & Competitive Advantage PDF written by Eugene D. Jaffe and published by CBS Press. This book was released on 2006 with total page 244 pages. Available in PDF, EPUB and Kindle.
| Author | : Eugene D. Jaffe |
| Publisher | : CBS Press |
| Total Pages | : 244 |
| Release | : 2006 |
| ISBN-10 | : UCSD:31822035627249 |
| ISBN-13 | : |
| Rating | : 4/5 (49 Downloads) |
Book Synopsis National Image & Competitive Advantage by : Eugene D. Jaffe
Book excerpt: "Following the success of its predecessor, the second edition updates and broadens the scope from ""country image"" to ""place branding."" Many new studies have emerged since the first edition was published, and they are integrated in the new edition. The second edition is still aimed at three audiences: students of international marketing and business courses as a supplement to global product and advertising strategy; to international marketing managers; and to those industry and government officials who must deal with the problems of creating and maintaining a country's national image. "
