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Country as brand, product, and beyond: A place marketing and brand management perspective

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Abstract

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.

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Authors and Affiliations

  1. S. C. Johnson Professor of Marketing, Kellogg Graduate School of Management, Northwestern University, Leverone Hall, Evanston, 60208-2008, IL, USA

    P Kotler

  2. Assistant Professor of Marketing, Lubin School of Business, Pace University, Pleasantville/Briarcliff Campus, Goldstein 120, 861 Bedford Road, Pleasantville, 10570, NY, USA

    D Gertner

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  1. P Kotler
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  2. D Gertner
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Correspondence to P Kotler or D Gertner.

Additional information

2joined Pace University as a full-time permanent member of the faculty in 2001 after visting and serving as professor and programme chair in several universities in Brazil and the USA. Dr Gertner participates in a number of professional associations and has served as vice-president for research and publications of BALAS — the Business Association for Latin American Studies. Along with his research and teaching activities, Dr Gertner has also consulted for many companies. He has published and presented in conferences over 30 articles and papers.

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Kotler, P., Gertner, D. Country as brand, product, and beyond: A place marketing and brand management perspective. J Brand Manag 9, 249–261 (2002). https://doi.org/10.1057/palgrave.bm.2540076

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  • DOI: https://doi.org/10.1057/palgrave.bm.2540076

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