Nation branding and integrated marketing communications: an ASEAN perspective

Dinnie, K. and Melewar, T.C. and Seidenfuss, K.U. and Musa, G. (2010) Nation branding and integrated marketing communications: an ASEAN perspective. International Marketing Review, 27 (4). pp. 388-403. ISSN 0265-1335,

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Abstract

This paper aims to examine the extent to which the nation branding activities of export promotion organisations (EPOs), investment agencies (IAs), national tourism organisations (NTOs) and embassies follow the principle of coordination that characterises an integrated marketing communications approach.

Item Type: Article
Funders: UNSPECIFIED
Additional Information: Faculty of Business and Accountancy, University of Malaya
Uncontrolled Keywords: Brands; Marketing communication; Exports; Tourism, Investments; South East Asia
Subjects: H Social Sciences > HF Commerce
Divisions: Faculty of Business and Economics > Dept of Business Policy and Strategy
Depositing User: Ms. Wati Yusuf
Date Deposited: 14 Oct 2014 02:32
Last Modified: 14 Oct 2014 02:32
URI: http://eprints.um.edu.my/id/eprint/10503

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