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oapen-20.500.12657-855442023-11-28T03:34:28Z Place Branding and Marketing from a Policy Perspective Mabillard, Vincent Pasquier, Martial Vuignier, Renaud marketing;place management;place marketing;public sector marketing;strategic management bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing bic Book Industry Communication::K Economics, finance, business & management::KJ Business & management::KJS Sales & marketing::KJSM Market research bic Book Industry Communication::J Society & social sciences::JP Politics & government::JPQ Central government::JPQB Central government policies 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. 2023-11-27T10:51:17Z 2023-11-27T10:51:17Z 2024 book 9781003286189 9781032260358 9781032260310 https://library.oapen.org/handle/20.500.12657/85544 eng Routledge Studies in Marketing application/pdf Attribution-NonCommercial-NoDerivatives 4.0 International 9781003825876.pdf http://www.routledge.com Taylor & Francis Routledge 10.4324/9781003286189 10.4324/9781003286189 7b3c7b10-5b1e-40b3-860e-c6dd5197f0bb 07f61e34-5b96-49f0-9860-c87dd8228f26 9781003286189 9781032260358 9781032260310 Swiss National Science Foundation (SNF) Routledge 352 Schweizerischer Nationalfonds zur Förderung der Wissenschaftlichen Forschung Swiss National Science Foundation open access
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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.
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