Marketing Countries, Places, and Place-associated Brands: Identity and Image
- ISBN-10
- 1839107375
- ISBN-13
- 9781839107375
- Category
- Business & Economics
- Pages
- 392
- Language
- English
- Published
- 2021-09-14
- Publisher
- Edward Elgar Publishing
- Authors
- Mark, NICOLÁS, Cleveland
Description
This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the ‘country’ and ‘place’ silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions.
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