国際地域ブランド年鑑（2010年版） International Place Branding Yearbook 2010 : Place Branding in the New Age of Innovation

Go, Frank M. (EDT)/ Govers, Robert (EDT)

Palgrave Macmillan（2010/12発売）

• 製本 Hardcover:ハードカバー版／ページ数 234 p.
• 言語 ENG
• 商品コード 9780230279544
• DDC分類 380

基本説明

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.

Full Description

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.

Contents

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