Identity marketing: The case of the singing revolution

Document Type

Article

Publication Date

1-1-2001

Abstract

The independence movement in Estonia in the late 1980s is used to illustrate the internal and external marketing of a group's sense of being, called identity marketing. Estonia's choral traditions were key in this struggle for independence from the Soviet Union. Song was important in creating an Estonian identity internally and externally, resulting in the “singing revolution” and eventual freedom. © 2001 by The Haworth Press, Inc. All rights reserved.

Publication Title

Journal of Nonprofit and Public Sector Marketing

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