Place Branding and Marketing from a Policy Perspective

ISBN-13: 9781032260310 / Twarda / 2023 / 392 str.

Opis

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.

Spis treści

Foreword

Robert Govers

Chapter 1. Introduction

Part I: Conceptual and theoretical bases

Chapter 2. From a public-policy to a place-marketing perspective

Chapter 3. Attractiveness

Chapter 4. Place branding and place marketing

Part II: Main features of place branding and marketing

Chapter 5. Place in attractiveness policies

Chapter 6. Stakeholders in attractiveness policies

Chapter 7. Prioritisation in attractiveness policies

Chapter 8. Marketing tools in attractiveness policies

Part III: Critical perspectives on place branding and marketing

Chapter 9. Governing place-brand meanings: pitfalls in search of congruity

Chapter 10. A critical typology of "good place branding": lessons from place-branding expertise

Chapter 11. Branding Chongqing: how does the city government manage Chinese city branding?

Chapter 12. The Case of Benin, West Africa: the "Revealing Benin" programme

Part IV: Strategy and evaluation

Chapter 13. A strategy for place development

Chapter 14. Monitoring and evaluation

Chapter 15. Conclusion

O autorze

Vincent Mabillard is Professor of Public Management and Communication at the Solvay Brussels School of Economics and Management of the Université libre de Bruxelles, Belgium. He holds a PhD from the University of Lausanne, Switzerland. His research interests focus on government transparency and accountability, social media communication, and place branding and marketing.

Martial Pasquier is Professor of Public Management and Communication at the Swiss Graduate School of Public Administration (IDHEAP) of the University of Lausanne, Switzerland. He is the author of the book Marketing Management and Communications in the Public Sector. His research interests relate to transparency, public sector communication, and place branding and marketing.

Renaud Vuignier works for the Swiss Federal Department of Foreign Affairs. He holds a PhD from the University of Lausanne, Switzerland. His research interests relate to economic attractiveness, economic development, and place branding and marketing. He contributed to this book purely in his private capacity, as a research fellow of the University of Lausanne.