Mabillard, Vincent <br/><br/>
Place branding and marketing from a policy perspective  : building effective strategies for places 
/ Vincent Mabillard, Martial Pasquier, and Renaud Vuignier 
 - 1 online resource (335 pages) :  illustrations, maps 
 - Routledge studies in marketing .
<br/><br/>Includes bibliographical references and index. 
<br/><br/>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 
<br/><br/><label>ISBN: </label>9781003286189 
<br/><br/><label>Subjects--Topical Terms: </label><br/>Place marketing<br/>Branding (Marketing)
<br/><br/><label>Dewey Class. No.: </label>338.4791