Made in Germany: The Corporate Identity of a Nation - Softcover

Inhaltsangabe

This book examines the "Made in Germany" concept and sets this analysis in the context of the New (supposedly frontierless) Europe. "Made in Germany" is a widely used marketing strategy which is generally effective (especially in the home market), but which outside Germany has also proved provocative. "Made in Germany" began as a concept 100 years ago as a stigma imposed by Britain. Although it rapidly proved to be a selling point, it has never lost its susceptibility to stigmatization and its capacity for triggering antagonism - especially in Britain, where apprehension about German industrial might persists (as it does in America and Israel). The book draws on a wide range of potent images from marketing and advertising to produce an examination which is of relevance to anyone interested in Germany and its image, in the likely impact of the Single European Market on product images, and in advertising, marketing and the media. The author has written another book called "Glossary of German and English Business Management Terms".

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