Place Branding and Marketing from a Policy Perspective
As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political cont...
Sábháilte in:
| Príomhchruthaitheoirí: | , , |
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| Formáid: | Online |
| Teanga: | Béarla |
| Foilsithe / Cruthaithe: |
Taylor & Francis
2023
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| Ábhair: | |
| Rochtain ar líne: | OCN: 1411183040 |
| Clibeanna: |
Níl clibeanna ann, Bí ar an gcéad duine le clib a chur leis an taifead seo!
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| _version_ | 1869524295833616384 |
|---|---|
| author | Mabillard, Vincent Pasquier, Martial Vuignier, Renaud |
| author_browse | Mabillard, Vincent Pasquier, Martial Vuignier, Renaud |
| author_facet | Mabillard, Vincent Pasquier, Martial Vuignier, Renaud |
| author_sort | Mabillard, Vincent |
| collection | Directory of Open Access Books |
| description | As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools.
Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters.
This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics. |
| format | Online |
| id | doab-20.500.12854ir-128361 |
| institution | Directory of Open Access Books |
| language | eng |
| publishDate | 2023 |
| publishDateRange | 2023 |
| publishDateSort | 2023 |
| publisher | Taylor & Francis |
| publisherStr | Taylor & Francis |
| record_format | ojs |
| spelling | doab-20.500.12854ir-1283612025-03-20T20:23:19Z Place Branding and Marketing from a Policy Perspective Mabillard, Vincent Pasquier, Martial Vuignier, Renaud marketing;place management;place marketing;public sector marketing;strategic management As part of an emerging literature on place branding, this book fills the important gap between practice-oriented literature—which lacks in-depth and critical analysis—and technical academic literature—which tends to miss down-to-earth practitioners' concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place-branding practices in a solid analytical framework. It presents place-branding practices through the lenses of public sector marketing, strategic management, and governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management, and urban studies, as well as public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and people working in public administration and politics. 2023-11-29T04:56:29Z 2023-11-29T04:56:29Z 2023-11-27T10:51:17Z 2024 book OCN: 1411183040 https://library.oapen.org/handle/20.500.12657/85544 9781003286189 9781032260358 9781032260310 https://directory.doabooks.org/handle/20.500.12854/128361 eng Routledge Studies in Marketing open access image/jpeg image/jpeg image/jpeg image/jpeg Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International Attribution-NonCommercial-NoDerivatives 4.0 International https://library.oapen.org/bitstream/20.500.12657/85544/1/9781003825876.pdf https://library.oapen.org/bitstream/20.500.12657/85544/1/9781003825876.pdf https://library.oapen.org/bitstream/20.500.12657/85544/1/9781003825876.pdf https://library.oapen.org/bitstream/20.500.12657/85544/1/9781003825876.pdf Taylor & Francis Routledge 10.4324/9781003286189 10.4324/9781003286189 fa69b019-f4ee-4979-8d42-c6b6c476b5f0 Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung 07f61e34-5b96-49f0-9860-c87dd8228f26 9781003286189 9781032260358 9781032260310 Swiss National Science Foundation (SNF) Routledge 352 open access |
| spellingShingle | marketing;place management;place marketing;public sector marketing;strategic management Mabillard, Vincent Pasquier, Martial Vuignier, Renaud Place Branding and Marketing from a Policy Perspective |
| title | Place Branding and Marketing from a Policy Perspective |
| title_full | Place Branding and Marketing from a Policy Perspective |
| title_fullStr | Place Branding and Marketing from a Policy Perspective |
| title_full_unstemmed | Place Branding and Marketing from a Policy Perspective |
| title_short | Place Branding and Marketing from a Policy Perspective |
| title_sort | place branding and marketing from a policy perspective |
| topic | marketing;place management;place marketing;public sector marketing;strategic management |
| topic_facet | marketing;place management;place marketing;public sector marketing;strategic management |
| url | OCN: 1411183040 |
| work_keys_str_mv | AT mabillardvincent placebrandingandmarketingfromapolicyperspective AT pasquiermartial placebrandingandmarketingfromapolicyperspective AT vuignierrenaud placebrandingandmarketingfromapolicyperspective |