=+3. After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals

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=+3. After the terrorist attacks of 9/11, an ad hoc task force of DDB Worldwide advertising professionals in seventeen countries set out to discover what people abroad thought of the United States. In the course of their research, they developed the concept of “America as a Brand,” urged U.S. corporations with overseas operations to help “restore” positive impressions of Brand America around the world, and urged the United States to launch Al Hurra as an alternative to the popular Al Jazeera network. Do you think foreigners’ perception of a country and its culture can be viewed in marketing terms? Why or why not?

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Contemporary Marketing

ISBN: 9780324536386

13th Edition

Authors: Louis E. Boone, David L. Kurtz

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