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Place branding and marketing from a policy perspective : building effective strategies for places / Vincent Mabillard, Martial Pasquier, and Renaud Vuignier

By: Contributor(s): Material type: TextTextSeries: Routledge studies in marketingPublisher: Oxon : Routledge, 2024Description: 1 online resource (335 pages) : illustrations, mapsContent type:
  • text
Media type:
  • computer
Carrier type:
  • online resource
ISBN:
  • 9781003286189
Subject(s): DDC classification:
  • 338.4791
Online resources:
Contents:
1. Introduction
Part I. Conceptual and theoretical bases
2. From a public-policy to a place-marketing perspective
3. Attractiveness
4. Place branding and place marketing
Part II. Main features of place branding and marketing
5. Place in attractiveness policies
6. Stakeholders in attractiveness policies
7. Prioritisation in attractiveness policies
8. Marketing tools in attractiveness policies
Part III. Critical perspectives on place branding and marketing
9. Governing place-brand meanings: pitfalls in search of congruity
10. A critical typology of “good place branding”: lessons from place-branding expertise
11. Branding Chongqing: how does the city government manage Chinese city branding?
12. The case of Benin, West Africa: the “Revealing Benin” programme
Part IV. Strategy and evaluation
13. A strategy for place development
14. Monitoring and evaluation
15. Conclusion
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Item type Current library Collection Status Barcode
eBook (Free & Open Access) eBook (Free & Open Access) Accessible online Circulation Available EB-00747

Includes bibliographical references and index.

1. Introduction

Part I. Conceptual and theoretical bases

2. From a public-policy to a place-marketing perspective

3. Attractiveness

4. Place branding and place marketing

Part II. Main features of place branding and marketing

5. Place in attractiveness policies

6. Stakeholders in attractiveness policies

7. Prioritisation in attractiveness policies

8. Marketing tools in attractiveness policies

Part III. Critical perspectives on place branding and marketing

9. Governing place-brand meanings: pitfalls in search of congruity

10. A critical typology of “good place branding”: lessons from place-branding expertise

11. Branding Chongqing: how does the city government manage Chinese city branding?

12. The case of Benin, West Africa: the “Revealing Benin” programme

Part IV. Strategy and evaluation

13. A strategy for place development

14. Monitoring and evaluation

15. Conclusion

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