Übersicht			Auf mobile öffnen

Lieferstatus:	i.d.R. innert 5-10 Tagen versandfertig
Veröffentlichung:	August 2014
Genre:	Wirtschaft / Recht
	B / brand;branding;Image;Promotion / Corporate Communication / Corporate Communication/Public Relations / Management science / Market research / Marketing / Palgrave Business & Management Collection / Political Economy / Public Relations / Regional and Spatial Economics / regional economics / Regional Studies / Regional/Spatial Science / Sales & marketing / Spatial economics
ISBN:	9781349483983
EAN-Code:	9781349483983
Verlag:	Palgrave Macmillan US
Einband:	Kartoniert
Sprache:	English
Dimensionen:	H 216 mm / B 140 mm / D 12 mm
Gewicht:	264 gr
Seiten:	204
Zus. Info:	Paperback
Bewertung:	Titel bewerten / Meinung schreiben

Inhalt:

As places face increased competition for human and capital resources, public managers turn toward corporate-like governance strategies and branding practices to shape places and organizations. However, for better or worse, these organizations begin to resemble highly competitive, private-sector public relations and marketing firms. Place branding is taking hold within many organizations, including city governments, yet very few scholars take a public administration approach when exploring the causes and effects of branding practices. In Place Branding through Phases of the Image, Zavattaro explains how city promotional strategies can take the place of corporate governance structures through phases of the image. She examines how city government entities are undertaking place branding practices, with the realization that relying too much on image rather than a balance between image and substance has serious implications for democratic, collaborative governance. This book creates a workable framework that simultaneously serves as a cautionary tale for building a promotional campaign focused exclusively on image.