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Towards Effective Place Brand Management - 9781848442429

Un libro in lingua di Ashworth Gregory J. (EDT) edito da Edward Elgar Pub, 2010

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Editors Ashworth (heritage planning and urban tourism, U. of Groningen, the Netherlands), Kavaratzis (marketing and tourism, International Business School, Hungary), and 24 co-authors explore the many goals and elements of the increasingly popular idea of place branding. Areas discussed include the status of place branding, the relevance of corporate branding, building community or selling place, innovative formats, personality association as a part of place branding, and place brand management. Chapters explore both the theoretical and case studies that frame the issues in a variety of economic, cultural, and geographic contexts. Annotation ©2011 Book News, Inc., Portland, OR (booknews.com)

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