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
Recommended Citation
Brokaw, A.,
&
Brokaw, M.
(2001).
Identity marketing: The case of the singing revolution.
Journal of Nonprofit and Public Sector Marketing,
8(4), 17-29.
http://doi.org/10.1300/J054v08n04_03
Retrieved from: https://digitalcommons.mtu.edu/michigantech-p/13184