Téléchargez le livre : Public Branding and Marketing

Public Branding and Marketing

A Global Viewpoint

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Springer


Paru le : 2021-07-21



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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.
Pages
283 pages
Collection
n.c
Parution
2021-07-21
Marque
Springer
EAN papier
9783030705046
EAN PDF
9783030705053
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
28
Taille du fichier
8448 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
147,69 €
EAN EPUB
9783030705053
Informations sur l'ebook
Nombre pages copiables
2
Nombre pages imprimables
28
Taille du fichier
7014 Ko
Ce livre est accessible aux handicaps Voir les informations sur l'accessibilité
Prix
147,69 €
?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.

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