ISBN:
9781839107375
Language:
English
Pages:
1 Online-Ressource (392 Seiten)
Parallel Title:
Erscheint auch als
Keywords:
Standortmarketing
;
Stadtmarketing
;
Markenimage
;
Herkunftsbezeichnung
;
Theorie
;
Welt
;
Place marketing
;
Electronic books
;
Aufsatzsammlung
Abstract:
Contents: Introduction: The 'country' vs. 'Place' and 'marketing' vs. 'Branding' conundrum / Nicolas Papadopoulos and Mark Cleveland -- Part I: 'birds of a feather, all over the place': My neighbourhood, my town, my country -- 1. Conceptions of place: From streets and neighbourhoods to towns, cities, nations, and beyond / Gary Warnaby and Dominic Medway -- 2. Place brands: Why, who, what, when, where, and how? / Mihalis Kavaratzis and Magdalena Florek -- 3. Will the twain ever meet? 'place' vs. 'Country' in research and practice / Nicolas Papadopoulos and Mark Cleveland -- 4. Six propositions for place marketing: A critical discussion of the current state of our field / Sebastian Zenker -- Part II: 'a case of mistaken identity?': Residents and identity politics in place and space -- 5. In search of a place brand identity model / Magdalena Florek -- 6. From participation to transformation: The multiple roles of residents in the place brand creation process / Alia El Banna and Ioana S. Stoica -- 7. Peoplescapes and placemaking in a multicultural world: Residents' identity, attachment, and belonging / Andrea Insch -- 8. The fabric of person-place-time: What metaphors from outer space can teach us in place branding / Mark Cleveland and Nicolas Papadopoulos -- Part III: 'a place is worth a thousand words': A smorgasbord of country images and effects -- 9. 'New perspectives welcome': A case for alternative approaches to country of origin effect research / Mikael Andéhn and Jean-Noël Patrick L'Espoir Decosta -- 10. The effects of stereotyping on place/country image perceptions / Peter Magnusson and Stanford A. Westjohn -- 11. Consumer dispositions and product connections to places: From parochialism to cosmopolitanism and beyond / Mark Cleveland, Nicolas Papadopoulos, and Boris Bartikowski -- 12. Country of origin cues in advertising: Theoretical insights and practical implications / Fabian Bartsch and Katharina Petra Zeugner-Roth -- 13. Cross-border acquisitions and offshoring strategies: The effects on country/place image and reputation / Michela Matarazzo -- Part IV: 'here, there, and everywhere': Advances, adversities, applications, and associations in 'country' and 'place' marketing -- 14. The role of advertising in place branding / Rick T. Wilson -- 15. Place branding as an instrument in strategic spatial planning: Insights from urban regions in western Europe and North America / Eduardo Oliveira and Anna M. Hersperger -- 16. Popular culture and place-associated products in country image / Candace L. White.
Abstract:
"This book integrates new thinking on the image, marketing, and branding of places at all levels, from town squares to cities and countries, and of the products and peoples associated with them, thereby bridging the 'country' and 'place' silos in place-related research and practice. Insightful contributions from top scholars reflect fresh theorizing and provide a critical appraisal of conventional wisdom by juxtaposing intriguing contexts, questioning commonplace practices, and challenging methodologies and theoretical assumptions. Chapters explore interdependencies among residents, visitors, brand managers, and consumers; image effects of place and social identity, cross-border acquisitions, popular culture exports, and sporting mega-events; country-of-origin research, cross-cultural consumer behaviour, international marketing, destination branding, and brand modelling; and cutting-edge methodological approaches and managerial best practices in place marketing. The book's interdisciplinary know-how and approach makes it an invaluable and comprehensive reference for researchers, managers, consultants, and students alike, in areas from marketing, place management, international business, and tourism to communications, social psychology, urban geography, and regional economics"--
Note:
Includes bibliographical references and index
DOI:
10.4337/9781839107375
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