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Place branding = glocal, virtual and physical identities, constructed, imagined and experienced /

紀錄類型:	書目-電子資源 : 單行本
正題名/作者:	Place branding/ Robert Govers and Frank Go.
其他題名:	glocal, virtual and physical identities, constructed, imagined and experienced /
作者:	Govers, Robert.
其他作者:	Go, Frank M.
出版者:	Basingstoke :Palgrave Macmillan, : 2009.,
面頁冊數:	xiv, 324 p. :ill., maps ; : 25 cm.;
標題:	Place marketing. -
電子資源:	access to fulltext (Palgrave)
ISBN:	9780230247024

Place branding = glocal, virtual and physical identities, constructed, imagined and experienced /
Govers, Robert.

Place brandingglocal, virtual and physical identities, constructed, imagined and experienced /[electronic resource] :Robert Govers and Frank Go. - Basingstoke :Palgrave Macmillan,2009. - xiv, 324 p. :ill., maps ;25 cm.

Includes bibliographical references and indexes.

Towards a place branding -- Place brand strategy -- Place brand performance -- Place brand satisfaction.

How will places continue to compete for the attention of potential investors, migrant workers, traders, students or tourists in an overcrowded, globalised and increasingly online market? This book provides a new perspective on the subject of Place Branding. In particular, it capitalizes on gaps across the virtual and physical global economy and builds a comprehensive and structured overviewof the relevant principles, philosophies, fundamentals and models. Beyond logos and slogans, spin and gloss, it links concepts of place identity, projected image, product offering, consumption experience and perceived image in full coverage and in an orderly, theoretically modelled manner, dividingthe book intorelevant parts and chapters. Each part consists of a theoretical chapter and relevant research based case studies. A unique, recurring and scrupulously analyzed, best-practice, signaturecase study is Dubai, but also examined are Flanders (Belgium), Florida, Morocco and Singapore, the Canary Islands, The Netherlands (and its province of Zeeland), and Wales. The concluding part of thebook then provides a practical, but comprehensive model that guides practitioners, students and researchers in the application of place branding.

Electronic reproduction.
Basingstoke, England :
Palgrave Macmillan,
2010.

Mode of access:World Wide Web.

ISBN: 9780230247024

Standard No.: 10.1057/9780230247024doiSubjects--Topical Terms:

237174
Place marketing.
Index Terms--Genre/Form:

96803
Electronic books.

LC Class. No.: G155.A1 / G67 2009

Dewey Class. No.: 338.47910688

Place branding = glocal, virtual and physical identities, constructed, imagined and experienced /
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505 0 $a Towards a place branding -- Place brand strategy -- Place brand performance -- Place brand satisfaction.
520 $a How will places continue to compete for the attention of potential investors, migrant workers, traders, students or tourists in an overcrowded, globalised and increasingly online market? This book provides a new perspective on the subject of Place Branding. In particular, it capitalizes on gaps across the virtual and physical global economy and builds a comprehensive and structured overviewof the relevant principles, philosophies, fundamentals and models. Beyond logos and slogans, spin and gloss, it links concepts of place identity, projected image, product offering, consumption experience and perceived image in full coverage and in an orderly, theoretically modelled manner, dividingthe book intorelevant parts and chapters. Each part consists of a theoretical chapter and relevant research based case studies. A unique, recurring and scrupulously analyzed, best-practice, signaturecase study is Dubai, but also examined are Flanders (Belgium), Florida, Morocco and Singapore, the Canary Islands, The Netherlands (and its province of Zeeland), and Wales. The concluding part of thebook then provides a practical, but comprehensive model that guides practitioners, students and researchers in the application of place branding.
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