National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect

"Provides a structured in-depth analysis of the dynamic relationships between brand, country and product images, including guidelines for managerial action. Subjects covered include country of origin labeling requirements, the use of the 'made-in' label as a trade barrier and the role of brand and country images in the age of e-commerce. Suitable for International Marketing and International Business as well as Marketing and Consumer Behavior courses. International marketing managers as well as industry and government officials will also find the book an invaluable resource."Jaffe, Eugene D. is the author of 'National Image and Competitive Advantage: The Theory and Practice of Country-of-Origin Effect' with ISBN 9788763000314 and ISBN 8763000318.