Place Branding and Marketing from a Policy Perspective: Building Effective Strategies for Places

This book provides a comprehensive and critical analysis of place branding, anchoring it in a solid analytical framework and presenting it through the lenses of public sector marketing, strategic management, governance processes, and communication tools. It is a valuable resource for researchers, postgraduate students, practitioners, business consultants, and public administration and politics professionals.

Format: Hardback
Length: 336 pages
Publication date: 04 December 2023
Publisher: Taylor & Francis Ltd

This book is a significant contribution to the emerging literature on place branding, bridging the gap between practice-oriented literature that lacks in-depth and critical analysis and technical academic literature that tends to overlook practical concerns and political contexts. By providing comprehensive frameworks and knowledge on effective place branding practices, this book establishes a solid analytical foundation for place-branding endeavors. It presents place-branding practices through the lenses of public sector marketing, strategic management, governance processes, and communication tools.

Marketing a place goes beyond creating a logo and a motto; this book delves into the critical strategic elements that must be considered when promoting a place. Readers will gain insights into the essential aspects of place promotion, including the development of brands and marketing campaigns in the public sector, the establishment of dedicated politico-administrative structures, and the growing involvement of various stakeholders who play a central role as place promoters.

This book is a valuable resource for researchers and postgraduate students in place branding, marketing, management, urban studies, public management, administration, and policy. The practical conclusions discussed in the book will also appeal to practitioners, business consultants, and individuals working in public administration and politics.

In conclusion, this book is a groundbreaking contribution to the field of place branding, offering a comprehensive and practical guide for practitioners and scholars alike. By integrating analytical frameworks and real-world examples, it provides valuable insights into the complex world of place promotion and branding, enabling individuals and organizations to create and enhance their places' identities and reputations.

Weight: 810g
Dimension: 234 x 156 (mm)
ISBN-13: 9781032260310