City Branding and Promotion : The Strategic Approach / Waldemar Cudny

By:

Cudny, Waldemar [aut]

Resource type: Ressourcentyp: Buch (Online)Book (Online)Language: English Series: Routledge contemporary perspective on urban growth, innovation and changePublisher: Abingdon, Oxon : Routledge, 2019Description: 1 Online-RessourceISBN:

1351041924
1351041940
1351041916
1351041932
9781351041942
9781351041911
9781351041928
9781351041935

Subject(s):

Additional physical formats: 9781138488106 DDC classification:

659.2930776

LOC classification:

HT328

Online resources:

Zugang im Netz des KIT

Summary: This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszaow Mazowiecki in Poland. This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economicsPPN: PPN: 1685648150Package identifier: Produktsigel: BSZ-4-NLEBK-KAUB | ZDB-4-NLEBK

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