Nation Branding: Concepts, Issues, Practice

ISBN-13: 9780367569884 / Angielski / Twarda / 2022 / 268 str.

Keith Dinnie

Opis

Nation Branding: Concepts, Issues, Practice provides a theoretical framework, alongside insightful examples from the practice of Nation Branding, in which the principles of brand strategy and management are applied to countries globally.

O autorze

Keith Dinnie is Head of Management and Marketing at the University of Dundee, School of Business, UK, and the founder of Brand Horizons (www.brandhorizons.com). Considered one of the world’s leading experts on nation branding, he has published in several international journals, delivered keynote speeches, workshops, seminars and conference presentations across the world.