Rethinking Place Branding : Comprehensive Brand Development for Cities and Regions /
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 e...
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| Natura: | eBook |
| Lingua: | English |
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Cham :
Springer International Publishing : Imprint: Springer,
2015.
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| Accesso online: | Click here to view the full text content |
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Sommario:
- The Need to Rethink Place Branding
- Rethinking the Place Branding Construct
- Rethinking the Place Product from the Perspective of the Service-Dominant Logic of Marketing
- Rethinking Sense of Place: Sense of One and Sense of Many
- Rethinking Place Identities
- Rethinking Virtual and Online Place Branding
- Rethinking Strategic Place Branding in the Digital Age
- Rethinking Place Branding from a Practice Perspective: Working with Stakeholders
- Rethinking the Roles of Culture in Place Branding
- Rethinking Place Branding and Place Making Through Creative and Cultural Quarters
- Rethinking Place Brand Communication: From Product-Oriented Monologue to Consumer-Engaging Dialogue
- Rethinking the Visual Communication of the Place Brand: A Contemporary Role for Chorography?
- Rethinking Place Branding and the "Other" Senses
- Rethinking the Measurement of Place Brands
- Rethinking Brand Equity: Possibilities and Challenges of Application to Places
- Sketching Futures for Place Branding.