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Product Description
Review
'Teemu Moilanen and Seppo Rainisto produced this new book which in my mind will be one of the most valuable documents in the place marketing literature... No nation, city or place should undertake the challenging task of marketing itself without first reading this book.' - Philip Kotler, S. C. Johnson& Son Distinguished Professor of International Marketing at the Kellogg Graduate School of Management
Product Description
Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.
Inside This Book
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First Sentence
Countries, cities, regions and tourist resorts face increasing competition when they try to attract tourists, inhabitants, and companies to their region or to promote exports. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
Countries, cities, regions and tourist resorts face increasing competition when they try to attract tourists, inhabitants, and companies to their region or to promote exports. Read the first page Browse Sample Pages
Front Cover | Copyright | Table of Contents | Excerpt | Index
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2 of 2 people found the following review helpful
Poorly written, impoverished editorial discipline
3 April 2010
Format:Hardcover|Amazon Verified Purchase
One can hope with such an expansive title, the authors and editors would come close to delivering a coherent final result. The minds behind the book fail to display an authoritative command of the subject and even crash then burn when addressing the well established theoretical framework for product and service branding.
Words and phrases meander on their way to make a point and assertions get lost in endless repetition as a reader might stumble over badly organized chapters, paragraphs and even sentences.
The doctoral students at the heart of this work should leave marketplace offerings and return to their academic environs more accepting of sophmoric admirations of their elders and more studied peers.
I will use the book as an exceptional listing of contemporary studies on more narrow subjects.
Words and phrases meander on their way to make a point and assertions get lost in endless repetition as a reader might stumble over badly organized chapters, paragraphs and even sentences.
The doctoral students at the heart of this work should leave marketplace offerings and return to their academic environs more accepting of sophmoric admirations of their elders and more studied peers.
I will use the book as an exceptional listing of contemporary studies on more narrow subjects.
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