Towards Effective Place Brand Management
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| Author | : Gregory Ashworth |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 295 |
| Release | : 2010-01-01 |
| Genre | : Business & Economics |
| ISBN | : 184980639X |
Many facets of place branding, such as identities, image, promotion or sense of place, have been around for a long time. However, the need to analyse their nature in the context of branding and to examine their relationships in detail has grown rapidly in the last decade or so, as places all over the world have put branding activities higher than ever in theiragenda. This important new book examines and clarifies key aspects of the recently popularised concept of place branding, expounding many controversies, confusions and discords in the field. The expert contributors clarify several unresolved issues surrounding the application of place branding, in particular its multiple goals. They provide adetailed analysis of the role of local communities in place branding strategies, and illustrate not only how, but also why brand management should be implemented. Case studies from a range of jurisdictions and cultural and political viewpoints are drawn upon, each illustrating an array of issues or techniques in specific economic, cultural and geographical contexts. This book provides a theoretically informed but practically oriented overview and discussion of the increasingly popular field of place branding as an instrument of place management. As such, it will strongly appeal to both academics and practitioners in the fields of place marketing, place branding, local development, tourism planning and development, tourism marketing, cultural geography, urban and regional planning. Consultants in local authorities, national and regional tourism boards will also find this to be a fascinating read.
| Author | : Pereira, Inês Veiga |
| Publisher | : IGI Global |
| Total Pages | : 347 |
| Release | : 2023-11-14 |
| Genre | : Business & Economics |
| ISBN | : 1668489864 |
As the world continues to grapple with issues of diversity, equity, and inclusion (DEI), organizations face numerous challenges in determining the most effective digital marketing strategies to promote DEI and contribute to achieving sustainable development goals (SDGs). These challenges can include determining the main objectives, deciding on the ideal means to communicate with the target market, and measuring the impact of the strategies implemented. Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs provides a comprehensive solution to these challenges. Edited by Inês Pereira, Paulo Alexandre, and José Duarte Santos, this book offers readers a wide range of knowledge areas, including corporate social responsibility, marginalized communities, and sustainability index, providing the necessary skills to understand and apply different digital marketing and communication strategies. Aimed at a diverse audience, including management and marketing academics, digital marketing managers and consultants, social marketers, NPOs managers, and brand communication managers, this book serves as an essential guide for anyone seeking to develop effective digital marketing and communication strategies that promote DEI and contribute to achieving SDGs. By providing practical guidance on non-profit marketing, storytelling for DEI, and sustainability, the book helps organizations measure their impact, contributing to improved society behavior towards DEI and SDGs.
| Author | : Scott McCabe |
| Publisher | : Routledge |
| Total Pages | : 523 |
| Release | : 2014-01-03 |
| Genre | : Business & Economics |
| ISBN | : 1317936191 |
Tourism has often been described as being about ‘selling dreams’, tourist experiences being conceptualized as purely a marketing confection, a socially constructed need. However, the reality is that travel for leisure, business, meetings, sports or visiting loved ones has grown to be a very real sector of the global economy, requiring sophisticated business and marketing practices. The Routledge Handbook of Tourism Marketing explores and critically evaluates the current debates and controversies inherent to the theoretical, methodological and practical processes of marketing within this complex and multi-sector industry. It brings together leading specialists from range of disciplinary backgrounds and geographical regions to provide reflection and empirical research on this complex relationship. The Handbook is divided in to nine inter-related sections: Part 1 deals with shifts in the context of marketing practice and our understanding of what constitutes value for tourists; Part 2 explores macromarketing and tourism; Part 3 deals with strategic issues; Part 4 addresses recent advances in research; Part 5 focuses on developments in tourist consumer behaviour; Part 6 looks at micromarketing; Part 7 moves on to destination marketing and branding issues; Part 8 looks at the influence of technological change on tourism marketing; and Part 9 explores future directions. This timely book offers the reader a comprehensive synthesis of this sub-discipline, conveying the latest thinking and research. It will provide an invaluable resource for all those with an interest in tourism and marketing, encouraging dialogue across disciplinary boundaries and areas of study. This is essential reading for Tourism students, researchers and academics as well as those of Marketing, Business, Events Management and Hospitality Management.
| Author | : Mihalis Karavatzis |
| Publisher | : Routledge |
| Total Pages | : 310 |
| Release | : 2017-11-22 |
| Genre | : Business & Economics |
| ISBN | : 1317216717 |
Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.
| Author | : Pantea Foroudi |
| Publisher | : Routledge |
| Total Pages | : 336 |
| Release | : 2020-02-06 |
| Genre | : Business & Economics |
| ISBN | : 1317080645 |
Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand. Place Branding: Connecting Tourist Experiences to Places seeks to build a customer-based view of place branding through focusing on the individual as a tourist who travels to undertake a memorable experience. The place is the key creator of this experience, which begins well before the travel-to and ends well after the travel-back. Individuals choose the places where to go, collect information on them, ask for advice and suggestions from fellow travellers, give feedback when they come back and talk a lot about their experience, spreading word-of-mouth. The book enables readers to understand how the tourist experience can be managed as a brand. Readers are exposed to a variety of problems, methodological approaches, and geographical areas, which allows them to adapt frames to different contexts and situations. This book is recommended reading for students and scholars of business, marketing, tourism, urban studies and public diplomacy, as well as practitioners, business consultants and people working in public administration and politics.
| Author | : Mihalis Kavaratzis |
| Publisher | : Springer |
| Total Pages | : 252 |
| Release | : 2014-11-25 |
| Genre | : Business & Economics |
| ISBN | : 3319124242 |
As Place Branding has become a widely established but contested practice, there is a dire need to rethink its theoretical foundations and its contribution to development and to re-assert its future. This important new book advances understanding of place branding through its holistic, critical and evidence-based approach. Contributions by world-leading specialists explore a series of crucially significant issues and demonstrate how place branding will contribute more to cultural, economic and social development in the future. The theoretical analysis and illustrative practical examples in combination with the accessible style make the book an indispensable reading for anyone involved in the field.
| Author | : Papadopoulos, Nicolas |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 392 |
| Release | : 2021-09-14 |
| Genre | : Business & Economics |
| ISBN | : 1839107375 |
This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
| Author | : Adriana Campelo |
| Publisher | : Edward Elgar Publishing |
| Total Pages | : 273 |
| Release | : 2017-06-30 |
| Genre | : Business & Economics |
| ISBN | : 1784718602 |
Place branding as an academic field is both challenging and under explored. In the face of an ever-expanding urban population, this Handbook addresses this knowledge deficit in order to illustrate how place branding can contribute to transforming urban agglomeration into sustainable and healthy areas.
| Author | : Sebastian Zenker |
| Publisher | : Springer |
| Total Pages | : 190 |
| Release | : 2015-04-01 |
| Genre | : Science |
| ISBN | : 3319153293 |
This book examines and clarifies key aspects of regional branding with the special focus of inter-regional brands. Today regions are in strong competition for companies, tourists and most of all talent. In order to differentiate one region from another, regional developers, politicians and planners increasingly focus on establishing the region as a brand. This is by no means easy, since places are complex systems of geographical abstractions in which each place is understood in relation and contrast to other geographical entities. In doing so, regions not only differentiate, but also cooperate (within one country or between countries), building so-called Inter-Regional Brands with an even higher degree of complexity. Accordingly this volume, provides a theoretically well informed but practically oriented overview of this phenomenon – including numerous cases and best practices. As such, it will strongly appeal to both academics and practitioners in the field.
| Author | : Nicola Bellini |
| Publisher | : Springer |
| Total Pages | : 344 |
| Release | : 2016-08-29 |
| Genre | : Business & Economics |
| ISBN | : 3319268775 |
This book critically explores the interconnections between tourism and the contemporary city from a policy-oriented standpoint, combining tourism perspectives with discussion of urban models, issues, and challenges. Research-based analyses addressing managerial issues and evaluating policy implications are described, and a comprehensive set of case studies is presented to demonstrate practices and policies in various urban contexts. A key message is that tourism policies should be conceived as integrated urban policies that promote tourism performance as a means of fostering urban quality and the well-being of local communities, e.g., in terms of quality spaces, employment, accessibility, innovation, and learning opportunities. In addition to highlighting the significance of urban tourism in relation to key urban challenges, the book reflects on the risks and tensions associated with its development, including the rise of anti-tourism movements as a reaction to touristification, cultural commodification, and gentrification. Attention is drawn to asymmetries in the costs and benefits of the city tourism phenomenon, and the supposedly unavoidable trade-off between the interests of residents and tourists is critically questioned.
