Country as brand, product, and beyond: A place marketing and brand management perspective

被引：124

作者：

P Kotler

D Gertner

机构：

[1] S. C. Johnson Professor of Marketing,

[2] Kellogg Graduate School of Management,undefined

[3] Northwestern University,undefined

[4] Assistant Professor of Marketing,undefined

[5] Lubin School of Business,undefined

[6] Pace University,undefined

[7] Pleasantville/Briarcliff Campus,undefined

来源：

Journal of Brand Management | 2002年 / 9卷 / 4期

关键词：

brand; valuation; equity; electronic; management; e-branding; e-tailing; management; international; Internet; marketing; measurement; personality; consumers; advertising; fast moving; consumer goods; FMCG; brand-building; strategy;

D O I：

10.1057/palgrave.bm.2540076

中图分类号：

学科分类号：

摘要：

This paper examines how widely held country images affect attitudes towards a country's products and services and ability to attract investment, businesses and tourists. It assesses the role of strategic marketing management in promoting the country's image, attractiveness and products.

引用

页码：249 / 261

页数：12

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