Morgan, Nigel, Pritchard, Annette, Pride, Roger 　著

内容

目次

Introduction (Morgan, Pritchard, Pride); Branding the nation - the historical context (Olins); Nation brands and the value of 'provenance'(Anholt); The country as a brand, product and beyond (Kotler, Gertner); Meeting the destination branding challenge(Morgan, Pritchard); The political challenge: new Zealand's tourism organisations (Ryan, Zahra); Branding and national identity: central and eastern europe (Hall); The internet challenge for destination marketing organisations (Palmer); The challenge of public relations financial accountability: USA (Fall & Lubbers); A challenger brand: golf in wales (Pride); Brand shanghai: creating inner force (Gilmore); Western Australia: building a state brand (Crockett, Wood); New Zealand and lord of the rings (Piggott, Morgan, Pritchard); Brand Louisiana: music & cuisine (Slater); Brand Singapore: hub of 'new asia' (Seng Ooi); Brand Philadelphia: power of spotlight events (Smith); Developing Brand Australia (Brown, Chalip, Jago, Mules); Index