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Branding Latin America: Strategies, Aims, Resistance
By Melissa Aronczyk (Foreword by), Melissa Aronczyk (Contribution by), Andrea Paz Cerda Pereira (Contribution by), Dunja Fehimovic (Contribution by), Andrew Ginger (Contribution by), Paula Gómez Carrillo (Contribution by), César Jiménez-Martínez (Contribution by), Brett Levinson (Contribution by), Félix Lossio Chávez (Contribution by), Rebecca Ogden (Contribution by), Claire Taylor (Contribution by), Dunja Fehimovic (Editor), Rebecca Ogden (Editor)
eBook
$117.00
By Melissa Aronczyk (Foreword by), Melissa Aronczyk (Contribution by), Andrea Paz Cerda Pereira (Contribution by), Dunja Fehimovic (Contribution by), Andrew Ginger (Contribution by), Paula Gómez Carrillo (Contribution by), César Jiménez-Martínez (Contribution by), Brett Levinson (Contribution by), Félix Lossio Chávez (Contribution by), Rebecca Ogden (Contribution by), Claire Taylor (Contribution by), Dunja Fehimovic (Editor), Rebecca Ogden (Editor)
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As public and private sectors become stakeholders, nation-states become corporations, interests become strategic objectives, and identities become brands, branding emerges as a key feature of the pervasiveness of market logic in today’s world. Branding Latin America: Strategies, Aims, Resistance offers a sustained critical analysis of these transformations, which see identities deliberately (re)defined according to the principle of competition and strategically (re)oriented towards the mark...