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Competitive identity the new brand management for nations, cities and regions

Simon Anholt

Localização: FEARP - Fac. Econ. Adm. Cont. de R. Preto (658.8(088.7) A596c 9277 )(Acessar)

Título:
Competitive identity the new brand management for nations, cities and regions
Autor: Simon Anholt
Assuntos: Competition, International; Place marketing; Product management; International relations; Internationaler Wettbewerb; Regionales Marketing; MARCAS COMERCIAIS; MARKETING
Notas: Includes bibliographical references (p. 129) and index
Descrição: "Ever since Simon Anholt coined the phrase "nation branding" in 1996, there has been more and more interest in the idea that countries, cities and regions can build and manage their brand images. But until now, there has been little guidance and little agreement on how the techniques of commercial brand management can really be applied to places. For the first time, in this authoritative new book, Anholt shares his insights and experience in the field, and shows in detail what countries, cities and regions can do to build and sustain their competitive identity."--Jacket
Editor: Basingstoke England Palgrave Macmillan New York
Data de criação/publicação: 2007
Formato: xiii, 134 p ill 24 cm.
Idioma: Inglês

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