Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Public Branding and Marketing : A Global Viewpoint, Paperback / softback Book

Public Branding and Marketing : A Global Viewpoint Paperback / softback

Edited by Staci M. Zavattaro

Paperback / softback

Out of stock

Description

This edited volume details 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 four 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.

Information

£109.99

Out of stock
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information