| Description |
iv, 173 pages : illustrations ; 22 cm |
| Contents |
Introduction -- Main concepts of branding and nation branding -- Nation branding strategy development -- Analysis: nation branding in Latin America -- Discussion -- Conclusion and recommendations |
| Summary |
In the globalized world of today, a well-elaborated, long-term oriented nation branding strategy can help nations to improve and to better control their nation image. Nation branding activities increade the countrie's competitiveness in the global marketplace, and help to foster the tourism arrivals, inward foreign direct investment flows and exports, and help attract talented workforce and students. Despite its growing importance, most Latin American countries still have not engaged enough in the area of nation branding, and mostly center their activities on the tourism promotion. -- Publisher description |
| Bibliography |
Includes bibliographical references |
| Subject |
Branding (Marketing)
|
|
Marketing -- Latin America
|
|
Branding (Marketing) -- Latin America
|
|
Branding (Marketing) -- Developing countries
|
|
branding.
|
|
Branding (Marketing)
|
|
Marketing
|
|
Developing countries
|
|
Latin America
|
| Form |
Electronic book
|
| ISBN |
3954891425 |
|
9783954891429 |
|
9783954896424 |
|
3954896427 |
|
