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I provide a brief quotation on nation branding, and countries competing against one another. Myers and Kent: I nuovi consumatori: paesi emergenti tra consumo e sostenibilità. Eugene and Israel follow up their successful book on national image and expand the chapters slightly to include nation branding. My colleagues Eugene Jaffe and Israel Nebenzahl, arguably the worlds leading authors on country-of-origin effect, with the definitive book on the subject. Norman Myers and Jennifer Kents book on new consumers show how they care about corporate social responsibility. Remember, people are hiring lawyers to work for them, not the law firm itself. Remember, the content that resonates most is content that provides value. I helped out my friend Patti Digh with a quotation for her book on positive thinking. Myers and Kent: The New Consumers: the Influence of Affluence on the Environment. This was obviously the original book that Norman Myers and Jennifer Kent wrote before it turned into an Italian edition—though I learned of the European one first. It was very kind of Keith Dinnie to include my viewpoints on nation branding in his definitive work on the subject.

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