Public Branding and Marketing: A Global Viewpoint

ISBN-13: 9783030705046 / Angielski / Twarda / 2021 / 283 str.

Staci M. Zavattaro

Spis treści

Part I - A Macro View of Place Branding.- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand.- Chapter 2. Theorizing ‘Value’ in Sustainable Urban Branding Strategies.- Chapter 3. The (Almost) Forgotten Co-producers: Co-creating Brand in Public Service.- Chapter 4. The Brussels-Capital Region: Toward a more integrated strategy for Europe’s capital?.- Chapter 5. Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine.- Part II - Internal Branding Strategies.- Chapter 6. Branding from Within: Internal Brand Management in the Public Sector.- Chapter 7. Branding the Public Service of Canada: A Model Worthy of Emulation or Unfulfilled Promise?”.- Chapter 8. Branding for Morale.- Chapter 9. Brand on the run? Marketization, market position, and branding in upper secondary schools.- Part III - Concepts and Cases – Place Branding in Action.- Chapter 10. #thatswhywestallis Shows the World How Good West Allis Feels.- Chapter 11. Backfiring Boomerang Brands in Jakarta: The Case of the Great Garuda.- Chapter 12. How to Close the Gap? Branding as a Solution to Declining Youth Participation.- Chapter 13. From a Dog’s Breakfast to a King’s Table: Branding and Marketing a Major Research University.

O autorze

​Staci M. Zavattaro is associate professor of public administration at the University of Central Florida, US. She serves as editor in chief of Administrative Theory & Praxis and focuses her research on place branding, administrative theory, and social media use in government.

Blurb

This edited volume discusses public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. 

The book is divided into three sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.