Place Branding and Marketing from a Policy Perspective : Building Effective Strategies for Places / Vincent Mabillard.

Format:

Book

Author/Creator:

Mabillard, Vincent, author.

Language:

English

Subjects (All):

Branding (Marketing).

Place marketing.

Strategic planning.

Physical Description:

1 online resource

Place of Publication:

London : Routledge, 2023.

Summary:

"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.

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.

Notes:

Includes bibliographical references and index.

Description based on publisher supplied metadata and other sources.

ISBN:

1-003-28618-6

9781003286189

OCLC:

1411314976