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
收藏
页码：249 / 261
页数：12
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