Marketing: Selling Brand America

Abstract

It is becoming more and more apparent that the war on terror will not be won on the battlefield. This war—like the Cold War—is primarily a battle of ideas. Success depends on building support in the global community for a positive vision of international relations that is a credible alternative to that promoted by the terrorists.

Citation

Silver, S. and Hill, S. (2002), "Marketing: Selling Brand America", Journal of Business Strategy, Vol. 23 No. 4, pp. 10-15. https://doi.org/10.1108/eb040255