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This book addresses contemporary and modern topics around business
growth and economic development in Southeastern Europe. It covers a
wide range of business issues focusing on the adoption of new
technologies, finance of SMEs, place marketing, value co-creation,
contribution to economic growth, and internationalization.
Moverover, it sheds new light on the micro- and macroeconomic
developments and monetary policy issues in the Eastern European and
Balkan countries. This book is a useful tool for scholars in
economics and finance interested in the further economic
development of the Balkans and Eastern European countries as well
as to professionals in the business, financial and insurance
sectors.
By taking corporate marketing concepts and applying them to
countries, nation branding is a way for these regions to enhance
their reputations and project a desired image for international
recognition. New modes of publicity and marketing geared towards
geographic location fall into this category, leading nation
branding to have vast benefits for the economies and societies of
countries. New marketing strategies have emerged and are being
adopted to consequently brand countries with the purpose of
economic growth. By studying these emerging strategies and methods,
nations can best develop a desired brand and reputation to foster
growth and prosperity. Global Developments in Nation Branding and
Promotion: Theoretical and Practical Approaches presents the
functionality of nation branding in benefiting the positioning and
identity promotion of nations. The chapters address theoretical
considerations of the nature of nation brands and their
implications in measuring branding inference. Covering topics such
as country of origin association, memory politics, and
international relations, this premier reference source is an
excellent resource for brand managers, politicians, government
officials, marketers, communication consultants, business leaders
and executives, students and educators of higher education,
researchers, and academicians.
By taking corporate marketing concepts and applying them to
countries, nation branding is a way for these regions to enhance
their reputations and project a desired image for international
recognition. New modes of publicity and marketing geared towards
geographic location fall into this category, leading nation
branding to have vast benefits for the economies and societies of
countries. New marketing strategies have emerged and are being
adopted to consequently brand countries with the purpose of
economic growth. By studying these emerging strategies and methods,
nations can best develop a desired brand and reputation to foster
growth and prosperity. Global Developments in Nation Branding and
Promotion: Theoretical and Practical Approaches presents the
functionality of nation branding in benefiting the positioning and
identity promotion of nations. The chapters address theoretical
considerations of the nature of nation brands and their
implications in measuring branding inference. Covering topics such
as country of origin association, memory politics, and
international relations, this premier reference source is an
excellent resource for brand managers, politicians, government
officials, marketers, communication consultants, business leaders
and executives, students and educators of higher education,
researchers, and academicians.
By taking corporate marketing concepts and applying it to
countries, ""nation branding"" is a way for these regions to
enhance their reputations and project a desired image for
international recognition. New modes of publicity and marketing
geared towards geographic location fall into this category, leading
nation branding to have vast benefits for the economics and
societies of countries. New marketing strategies have emerged and
are being adopted to consequently brand countries with this purpose
of economic growth. By studying these emerging strategies and
methods, nations can best develop a desired brand and reputation to
foster growth and prosperity. Future Policies and Strategies for
Nation Branding discusses how exactly nation branding works to
benefit the function and mission of these nations along with
showing how nation branding can be used as a strategic asset for
the redesign of economic, political, and social characteristics of
a country. The chapters outline the given situation of nations and
the nature and implications of the brand that is required, measure
branding inference, and propose future steps for nation branding.
This book is a critical reference source for brand managers,
tourism professionals, marketers, advertisers, government
officials, travel agencies, academicians, researchers, and students
working in the fields of international relations, economics, social
sciences, business studies, marketing, and entrepreneurship.
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