Place branding and marketing from a policy perspective: building effective strategies for places
Auteur :
Mabillard, Vincent / Pasquier, Martial / Vuignier, Renaud
Éditeur :
Taylor & Francis Ltd
ISBN :
9781032260310
Date de publication :
4 déc. 2023
Dimensions :
23,4 x 15,6 cm
Poids :
453 g
Langue :
Anglais
Pays d'origine :
Grande Bretagne
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.