International Place Branding Yearbook 2010 (eBook)

Place Branding in the New Age of Innovation

F. Go, R. Govers (Autoren)

eBook Download: PDF

2010 | 2010
L, 234 Seiten
Palgrave Macmillan UK (Verlag)
978-0-230-29809-5 (ISBN)

Infos

The Place Branding Yearbook 2010 examines the case for applying brand and marketing strategies and tactics to the economic, social, political and cultural development of places such as communities, villages, towns, cities, regions, countries, academic institutions and other locations to help them compete in the global, national and local markets.

Autor

FRANK GO is Professor and Director of the Centre for Tourism Management at the Rotterdam School of Management (RSM), Erasmus University, The Netherlands. Prior to his present post he served within business faculties at universities in Canada and Hong Kong. His research focus is on marketing strategy, destination images and brand identity, ICT and innovation, sustainable business development. He serves as Academic Director of the MSc program - a joint program of RSM/Hotel School, The Hague - and is a visiting professor at Rikkyo University, Tokyo, Japan and the Open University Business School, UK. Go has also (co-) authored more than 125 articles, official reports and book chapters in which most of his writing has focused on the need to integrate technological, market and organizational change in travel, destination and hospitality contexts to improve the effectiveness of organizations. ROBERT GOVERS is currently serving as Adjunct Associate Professor, holding the Visit Flanders Chair in Tourism Management of the Consortium University of Leuven, Belgium, where he was also Project Manager at the Flemish Centre for Tourism Policy Studies. Besides this he is a Visiting Faculty with The Hotel School, The Hague, Rotterdam School of Management, IULM University in Milan, the University of Turin and several institutes in Dubai. He co-authored many publications in the field of place branding and image, tourism, hospitality and quality management. As a project manager, Govers has been involved in many consultancy projects for reputable organizations such as IATA, the European Commission, the Flemish Government and various Dutch ministries and tourism promotion boards, and has taught courses on place branding, marketing, services marketing, strategic services management, and research methods. (www.rgovers.com)

Inhalt

Introduction and Organization, Frank Go& Robert Govers Part 1 section of chapters on multidisciplinary perspectives An Organizational Perspective on Space and Place Branding, Stewart Clegg and Martin Kornberger A Political Perspective on Place Branding, Simon Anholt  Place Marketing as Politics: The limits of Neo-liberalism, Aram Eisenschitz Knowledge Theory Perspective on Place Branding, David Snowden Country Images: Why they influence consumers, Peeter Verlegh Part 2 section of chapters on individual place case studies Case A: The Role of Nokia in Branding Finland: Companies as vectors of nation branding, Ulla Hakala, Arja Lemmetyinen and Juergen Gnoth Case B: Branding Nonmetropolitan Illinois, Adee Athiyaman& Chris Merrett  Case C: Creating Desert Islands: Abu Dhabi, Geert Reitsma& Stephen E. Little Case D: In the shadow of Bangalore - Place branding and identity for Chennai, Stephen E. Little  Case F: Public Private Partnership to foster Science, Higher Education and Innovation: The Case of Switzerland with swissnex Boston, Marc Fetscherin& Pascal Marmier Part 3 section of chapters on 'Future Evolution of Place Branding'  Social Media and Immersive Worlds: Why international place branding doesn't get weekends off, Joshua Fouts E-Branding of Places, Robert Govers& Frank Go News Coverage of Foreign Place Brands: Implication for communication, Roland Schatz& Christian Kolmer Place Branding and Intellectual Property, Antonio Russo and Giovanna Segre Website Analysis: Brand Africa, Jeroen van Wijk, Frank Go& Robert Govers Orchestrating the innovation process of place branding, Murthy Halemane& Felix Janszen

Produkt-Details

• Erscheint lt. Verlag: 27.10.2010
• Zusatzinfo: L, 234 p.
• Verlagsort: London
• Sprache: englisch
• Themenwelt: Recht / Steuern ► Wirtschaftsrecht
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Marketing / Vertrieb
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Rechnungswesen / Bilanzen
• Themenwelt: Wirtschaft ► Betriebswirtschaft / Management ► Unternehmensführung / Management
• Schlagworte: Brand • Branding • Communication • Innovation • Marketing • Social Media • Switzerland
• ISBN-10: 0-230-29809-5 / 0230298095
• ISBN-13: 978-0-230-29809-5 / 9780230298095