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- Tác giả: Philip Kotler
- Thông tin XB: Palgrave Macmillan, 2002
- Mô tả vật lý: 13p.
- Tóm tắt: 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.
- Từ khóa: Brand management; marketing
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