营销国家、地方和与地方相关的品牌:身份和形象

IF 1.8 Q3 BUSINESS

Journal of International Consumer Marketing Pub Date : 2022-01-17 DOI:10.1080/08961530.2022.2028989

C. D. di Benedetto

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引用次数: 0

摘要

本书旨在从研究和实践以及买家和卖家的角度回顾场所品牌的最新研究。它通过汇集来自欧洲和北美13个国家的作者来应对这一挑战。编辑们首先问为什么地方应该成为研究的重要焦点。他们列出了48个与地点有关的常见短语，包括“地名”和“出生地”

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Marketing Countries, Places, and Place-Associated Brands: Identity and Image

This book aims to review the latest research on place branding from the perspective of both research and practice and both buyers and sellers. It addresses this challenge by assembling authors from 13 countries in Europe and North America. The editors start by asking why place should be an important focus for research. They list 48 common phrases related to place, including “place name” and “place of birth,”

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来源期刊

Journal of International Consumer Marketing BUSINESS-

CiteScore

7.60

自引率

6.10%

发文量

期刊介绍： The Journal of International Consumer Marketing examines consumer and organizational buyer behavior on a cross-cultural/national and global scale combining up-to-date research with practical applications to help you develop an action plan for successful marketing strategy development. Business professionals, policymakers, and academics share insights and "inside" information on a wide range of cross-cultural marketing issues, including international business customs, negotiating styles, consumer brand loyalty, price sensitivity, purchasing and leasing, consumer satisfaction (and dissatisfaction), and advertising.