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Reciprocal urban place marketing and co-branding? Retail applications
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‘How has place branding developed during the year that Place Branding has been in publication?’
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Marketing retail provision in UK towns and cities: Present practice and future prospects
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The symbolic power of nations
Tập 2 - Trang 53-67 - 2006
The purpose of this paper to provide a theoretical and empirical review of Nye's dualist theory of power. Soft power is not a type of power at all; rather, any resource, including military capabilities, can be soft inasmuch as it is perceived as legitimate to an end, for example, humanitarian aid. This means that how it is really perceived and evaluated is the key factor. In fact, an analysis of t......