Place branding and public management building effective strategies for marketing places / edited by Vincent Mabillard, Martial Pasquier and Renaud Vuignier.
| Author/creator | Mabillard, Vincent |
| Other author | Pasquier, Martial. |
| Other author | Vuignier, Renaud. |
| Format | Electronic |
| Publication Info | London ; New York : Routledge, Taylor & Francis Group, 2024. |
| Description | 1 online resource. |
| Supplemental Content | Full text available from Taylor & Francis eBooks |
| Subjects |
| Series | Routledge studies in marketing |
| Contents | Introduction -- Part I: conceptual and theoretical bases -- From a public-policy to a place-marketing perspective -- Attractiveness -- Place branding and place marketing -- Part II: main features of place branding and marketing -- Place in attractiveness policies -- Stakeholders in attractiveness policies -- Prioritisation in attractiveness policies -- Marketing tools in attractiveness policies -- Part III: critical perspectives on place branding and marketing -- Governing place-brand meanings: pitfalls in search of congruity -- A critical typology of "good place branding": Lessons from place-branding expertise -- Branding Chongqing: How does the city government manage Chinese city -- branding? -- The Case of Benin, West Africa: the "Revealing Benin" programme -- Part IV: strategy and evaluation -- A strategy for place development -- Monitoring and evaluation -- Conclusion. |
| Abstract | "As part of an emerging literature on place branding, this book fills the important gap between consultant-led practice-oriented literature - which lacks in-depth and critical analysis - and technical academic literature - which tends to miss down-to-earth practitioners concerns and to overlook policy and political contexts. Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place branding practices in a solid analytical framework. It presents place brand practices through the lenses of public sector marketing, strategic management, governance processes and structures, as well as communication tools. Marketing a place is more than creating a logo and a motto; this book presents the key strategic aspects to be considered when promoting a place. Readers will gain knowledge about the most important features of place promotion: the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the increasing involvement of various stakeholders that play a central role as place promoters. This book will be a valuable resource for researchers and postgraduate students across place branding, marketing and management and urban studies, as well as public management, administration and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants and people working in public administration and politics"-- Provided by publisher. |
| Bibliography note | Includes bibliographical references and index. |
| Access restriction | Available only to authorized users. |
| Technical details | Mode of access: World Wide Web |
| Terms of use | Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International CC BY-NC-ND 4.0 https://creativecommons.org/licenses/by-nc-nd/4.0/legalcode |
| Source of description | Description based on print version record and CIP data provided by publisher. |
| Issued in other form | Print version: Mabillard, Vincent. Place branding and public management London ; New York : Routledge, Taylor & Francis Group, 2024 9781032260310 |
| Genre/form | Electronic books. |
| LCCN | 2023035940 |
| ISBN | 9781003286189 (ebook) |
| ISBN | (hardback) |
| ISBN | (paperback) |
Availability
| Library | Location | Call Number | Status | Item Actions |
|---|---|---|---|---|
| Electronic Resources | Access Content Online | ✔ Available |