Suchergebnisse

Nation branding--a set of ideas rooted in Western marketing--gained popularity in the post-communist world by promising a quick fix for the identity malaise of "transitional" societies. Since 1989, almost every country in Central and Eastern Europe has engaged in nation branding initiatives of varying scope and sophistication. For the first time, this volume collects in one place studies that examine the practices and discourses of the nation branding undertaken in these countries. In addition to documenting various rebranding initiatives, these studies raise important questions abou

The momentum towards complete globalisation advocated by proponents of the benefits of one big business village as the answer to the suffering of third world countries, has now been slowed down by the uncertainty resultant from the hitherto unprecedented global meltdown. With the coughing of America, the whole world seems to be catapulting into one big mess due to the global economic quagmire. Consequently, there is a global scramble for the limited and constantly contracting financial and market resources. Third world countries, rich in natural resources but insignificant global players, have been relegated to perpetual recipients of aid, finished products and obsolete or second rate technology. Despite having 53 countries, Africa is painted en bloc as a ?dark continent? dogged by civil wars, disease, poverty and famine. This ?bad continent? image thus affects all African countries including those that are fairly stable such as South Africa, Botswana, and Egypt. This scenario necessitates country differentiation through individualised or regionalised country branding.

Staaten nutzen heute Instrumente der PR und des Marketing, um international ein positives Image aufzubauen. Nicht nur punktuell, sondern ständig und in Form einer integrierten und strategisch angelegten Kommunikation. Anna Schwan erklärt und analysiert diese Strategische Außenkommunikation von Staaten systematisch. Die bisherigen Forschungsergebnisse zur Außenkommunikation, von Nation Branding und Public Diplomacy über Theorien der Mediatisierung von Außenpolitik bis zur Nationalismusforschung bilden dazu den theoretischen Hintergrund. Die Autorin extrahiert Erfolgskriterien und gibt konkrete Handlungsempfehlungen für die Praxis. Sie etabliert so ein umfassendes Verständnis für diese neue Kommunikationsform.

The Handbook of Islamic Marketing provides state-of-the-art scholarship on the intersection of Islam, consumption and marketing and lays out an agenda for future research. The topics covered by eminent contributors from around the world range from fashion and food consumption practices of Muslims to retailing, digital marketing, advertising, corporate social responsibility, and nation branding in the context of Muslim marketplaces. The essays offer new insights into the relationship between morality, consumption and marketing practices and discuss the implications of politics and globalization