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· 제목 : Nation Branding : Concepts, Issues, Practice (Paperback, 2 ed) 
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781138775848
· 쪽수 : 276쪽
· 출판일 : 2015-08-20
· 분류 : 외국도서 > 경제경영 > 마케팅
· ISBN : 9781138775848
· 쪽수 : 276쪽
· 출판일 : 2015-08-20
목차
Part I: Scope and Scale of Nation Branding 1. The Relevance, Scope and Evolution of Nation Branding 2. Nation Brand Identity, Image and Positioning 3. Nation Brand Equity Part II: Conceptual Roots of Nation Branding 4. Nation Branding and the Country-of-Origin Effect 5. Nation Branding and National Identity 6. From Country-of-Origin and National Identity to Nation Branding Part III: Ethical and Pragmatic Issues in Nation Branding 7. Ethical Issues in Nation Branding 8. Pragmatic Challenges to the Nation Branding Concept Part IV: Current Practice and Future Horizons for Nation Branding 9. Elements of Nation Branding Strategy 10. Future Horizons for Nation Branding
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