much of the wealth of the rich countries have been generated through marketing. This is evidenced by the ability to add attraction to exported brands through country of origin or brand effects, the increasing sophisticated techniques of marketing the country itself as a tourist brand, and the marketing skills which attract the best talent and largest foreign investment. Further evidence is provided by the acts of marketing coordination which ensures that consistent and attractive messages about the country in general are communicated to the rest of the world through acts of diplomacy, sports and cultural activities.