Towards Effective Place Brand Management

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Towards Effective Place Brand Management

Author : Gregory Ashworth
Publisher : Edward Elgar Publishing
ISBN 13 : 184980639X
Total Pages : 295 pages
Book Rating : 4.8/5 (498 download)

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Book Synopsis Towards Effective Place Brand Management by : Gregory Ashworth

Download or read book Towards Effective Place Brand Management written by Gregory Ashworth and published by Edward Elgar Publishing. This book was released on 2010-01-01 with total page 295 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs

Author : Pereira, Inês Veiga
Publisher : IGI Global
ISBN 13 : 1668489864
Total Pages : 347 pages
Book Rating : 4.6/5 (684 download)

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Book Synopsis Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs by : Pereira, Inês Veiga

Download or read book Effective Digital Marketing for Improving Society Behavior Toward DEI and SDGs written by Pereira, Inês Veiga and published by IGI Global. This book was released on 2023-11-14 with total page 347 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

The Routledge Handbook of Tourism Marketing

Author : Scott McCabe
Publisher : Routledge
ISBN 13 : 1317936191
Total Pages : 523 pages
Book Rating : 4.3/5 (179 download)

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Book Synopsis The Routledge Handbook of Tourism Marketing by : Scott McCabe

Download or read book The Routledge Handbook of Tourism Marketing written by Scott McCabe and published by Routledge. This book was released on 2014-01-03 with total page 523 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Inclusive Place Branding

Author : Mihalis Karavatzis
Publisher : Routledge
ISBN 13 : 1317216717
Total Pages : 310 pages
Book Rating : 4.3/5 (172 download)

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Book Synopsis Inclusive Place Branding by : Mihalis Karavatzis

Download or read book Inclusive Place Branding written by Mihalis Karavatzis and published by Routledge. This book was released on 2017-11-22 with total page 310 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Place Branding

Author : Pantea Foroudi
Publisher : Routledge
ISBN 13 : 1317080645
Total Pages : 336 pages
Book Rating : 4.3/5 (17 download)

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Book Synopsis Place Branding by : Pantea Foroudi

Download or read book Place Branding written by Pantea Foroudi and published by Routledge. This book was released on 2020-02-06 with total page 336 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

How to Brand Nations, Cities and Destinations

Author : T. Moilanen
Publisher : Springer
ISBN 13 : 0230584594
Total Pages : 212 pages
Book Rating : 4.2/5 (35 download)

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Book Synopsis How to Brand Nations, Cities and Destinations by : T. Moilanen

Download or read book How to Brand Nations, Cities and Destinations written by T. Moilanen and published by Springer. This book was released on 2008-12-14 with total page 212 pages. Available in PDF, EPUB and Kindle. Book excerpt: Usually, a country brand is not focused, resulting in unsuccessful place branding. It is possible to successfully raise your national identity to the level of an attractive brand. Building a country brand is an investment, with strong positive returns. This book will guide you along the path to building a successful brand.

Rethinking Place Branding

Author : Mihalis Kavaratzis
Publisher : Springer
ISBN 13 : 3319124242
Total Pages : 252 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Rethinking Place Branding by : Mihalis Kavaratzis

Download or read book Rethinking Place Branding written by Mihalis Kavaratzis and published by Springer. This book was released on 2014-11-25 with total page 252 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Marketing Countries, Places, and Place-associated Brands

Author : Papadopoulos, Nicolas
Publisher : Edward Elgar Publishing
ISBN 13 : 1839107375
Total Pages : 392 pages
Book Rating : 4.8/5 (391 download)

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Book Synopsis Marketing Countries, Places, and Place-associated Brands by : Papadopoulos, Nicolas

Download or read book Marketing Countries, Places, and Place-associated Brands written by Papadopoulos, Nicolas and published by Edward Elgar Publishing. This book was released on 2021-09-14 with total page 392 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Handbook on Place Branding and Marketing

Author : Adriana Campelo
Publisher : Edward Elgar Publishing
ISBN 13 : 1784718602
Total Pages : 273 pages
Book Rating : 4.7/5 (847 download)

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Book Synopsis Handbook on Place Branding and Marketing by : Adriana Campelo

Download or read book Handbook on Place Branding and Marketing written by Adriana Campelo and published by Edward Elgar Publishing. This book was released on 2017-06-30 with total page 273 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Inter-Regional Place Branding

Author : Sebastian Zenker
Publisher : Springer
ISBN 13 : 3319153293
Total Pages : 190 pages
Book Rating : 4.3/5 (191 download)

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Book Synopsis Inter-Regional Place Branding by : Sebastian Zenker

Download or read book Inter-Regional Place Branding written by Sebastian Zenker and published by Springer. This book was released on 2015-04-01 with total page 190 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Tourism in the City

Author : Nicola Bellini
Publisher : Springer
ISBN 13 : 3319268775
Total Pages : 344 pages
Book Rating : 4.3/5 (192 download)

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Book Synopsis Tourism in the City by : Nicola Bellini

Download or read book Tourism in the City written by Nicola Bellini and published by Springer. This book was released on 2016-08-29 with total page 344 pages. Available in PDF, EPUB and Kindle. Book excerpt: 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.

Smart Cities and Digital Transformation

Author : Miltiadis D. Lytras
Publisher : Emerald Group Publishing
ISBN 13 : 1804559962
Total Pages : 294 pages
Book Rating : 4.8/5 (45 download)

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Book Synopsis Smart Cities and Digital Transformation by : Miltiadis D. Lytras

Download or read book Smart Cities and Digital Transformation written by Miltiadis D. Lytras and published by Emerald Group Publishing. This book was released on 2023-06-14 with total page 294 pages. Available in PDF, EPUB and Kindle. Book excerpt: Smart Cities and Digital Transformation offers a three-tiered approach to tomorrow’s cities in terms of limitless innovation, sustainable development and empowering communities.

Cruise Ship Tourism, 2nd Edition

Author : Ross Dowling
Publisher : CABI
ISBN 13 : 1780646089
Total Pages : 623 pages
Book Rating : 4.7/5 (86 download)

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Book Synopsis Cruise Ship Tourism, 2nd Edition by : Ross Dowling

Download or read book Cruise Ship Tourism, 2nd Edition written by Ross Dowling and published by CABI. This book was released on 2017-01-25 with total page 623 pages. Available in PDF, EPUB and Kindle. Book excerpt: Completely updated and revised, Cruise Ship Tourism, 2nd Edition covers the economic, social and environmental impacts of cruising, combining the latest knowledge and research to provide a comprehensive account of the subject. Despite the industry growing rapidly, there is a substantial gap in the related literature, and this book addresses the key issues for researchers, students and industry professionals. A valuable 'one-stop-shop' for those interested in cruise ships and maritime tourism, this new edition from major names in the field is also an invaluable resource for anyone concerned more widely with tourism and business development.

Research Handbook on Strategic Communication

Author : Jesper Falkheimer
Publisher : Edward Elgar Publishing
ISBN 13 : 1800379897
Total Pages : 523 pages
Book Rating : 4.8/5 (3 download)

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Book Synopsis Research Handbook on Strategic Communication by : Jesper Falkheimer

Download or read book Research Handbook on Strategic Communication written by Jesper Falkheimer and published by Edward Elgar Publishing. This book was released on 2022-12-13 with total page 523 pages. Available in PDF, EPUB and Kindle. Book excerpt: Strategic communication as a research field and a professional practice is becoming increasingly relevant for organizations. Bringing together contributions from almost 60 leading international scholars, this dynamic Research Handbook on Strategic Communication is a timely contribution to a vivid and developing academic field.

The Branding of Tourist Destinations

Author : Mark Anthony Camilleri
Publisher : Emerald Group Publishing
ISBN 13 : 1787693759
Total Pages : 210 pages
Book Rating : 4.7/5 (876 download)

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Book Synopsis The Branding of Tourist Destinations by : Mark Anthony Camilleri

Download or read book The Branding of Tourist Destinations written by Mark Anthony Camilleri and published by Emerald Group Publishing. This book was released on 2018-12-04 with total page 210 pages. Available in PDF, EPUB and Kindle. Book excerpt: The marketing of tourist destinations requires continuous strategic planning and decision making. This book provides researchers and practitioners with an in-depth understanding of different tourism products, marketing strategies and destination branding tactics, as well as useful insights into sustainable and responsible tourism practices.

Place Marketing and Temporality

Author : Gary Warnaby
Publisher : Taylor & Francis
ISBN 13 : 1040124062
Total Pages : 92 pages
Book Rating : 4.0/5 (41 download)

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Book Synopsis Place Marketing and Temporality by : Gary Warnaby

Download or read book Place Marketing and Temporality written by Gary Warnaby and published by Taylor & Francis. This book was released on 2024-06-26 with total page 92 pages. Available in PDF, EPUB and Kindle. Book excerpt: Much city marketing and branding activity is future-oriented; aimed at achieving a forward-looking vision for places. The aim of this activity is to attract visitors, residents and/or inward investment, and focus on communicating attractive place attributes to create a differentiated spatial ‘product’ that will appeal to particular target audiences. In seeking to achieve this, place marketing campaigns have been criticized for emphasizing generic attributes, such as accessibility, infrastructure and a skilled workforce—which can serve to homogenize places which in reality are very different. However, a city’s distinctive character is a consequence of its history and development over time, and this book analyses the role of these temporal dimensions in place marketing and branding. The book analyses how the past—both material (i.e. the historic built environment) and intangible (i.e. routines, practices and the ‘character’ of the populace)—is appropriated, in order to ‘sell’ the city into the future. It acknowledges the inherent selectivity involved and discusses the factors influencing what is remembered from the past—and equally importantly, what is forgotten. Adopting a range of theoretical approaches to understanding temporality in this context, the book will appeal to advanced students, academic researchers and reflexive place branding practitioners by introducing a ‘temporal paradox’ incorporating both fixity (the material and immaterial elements of the city’s past) and fluidity (relating to the creation of the place product as a dynamic assemblage of individual elements and attributes aimed at particular target audiences).

International Place Branding Yearbook 2011

Author : Frank M. Go
Publisher : Springer
ISBN 13 : 0230343325
Total Pages : 213 pages
Book Rating : 4.2/5 (33 download)

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Book Synopsis International Place Branding Yearbook 2011 by : Frank M. Go

Download or read book International Place Branding Yearbook 2011 written by Frank M. Go and published by Springer. This book was released on 2011-09-29 with total page 213 pages. Available in PDF, EPUB and Kindle. Book excerpt: The second annual volume of the International Place Branding Yearbook; this collection looks at the case for applying brand and marketing strategies and to the economic, social, political and cultural development of cities, towns and regions around the world to help them compete in the global, national and local markets.