Marketing Cities (eBook, PDF)
Place Branding in Perspective
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Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. This e-book contains papers given at the international conference "e;Marketing Cities: Place Branding in Perspective"e; in December 2008 and aims to disclose these correlations and work towards understanding the broader context of place branding. It especial...
Today, place branding and place marketing are a widely-used instrument of communal business development. But still, there is a great insecurity about the exact effectiveness of place branding, about its correlation with other forms of regional development and about the implementation and the management of place branding strategies. This e-book contains papers given at the international conference "e;Marketing Cities: Place Branding in Perspective"e; in December 2008 and aims to disclose these correlations and work towards understanding the broader context of place branding. It especially aims at closing the gap between theory and implementation that still characterises many place branding initiatives.
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