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Full Description
This book explores theoretical concepts of strategic promotion and place branding in cities. It outlines the issues associated with strategic management of urban territories and highlights various types of development strategies that seek to encourage socio-economic development, growth and city branding, particularly within the tourism industry. It examines the rules and methods for analysing the current branding of a city and how new branding and promotion strategies are created. Through a range of international examples the book considers the missions, aims and implementation of branding strategies and the importance of monitoring and controlling procedures. The first part of the book provides theoretical context, followed by a detailed exploration of the promotional and branding strategy prepared for the city of Tomaszów Mazowiecki in Poland.
This book provides the reader with theoretical and practical insights on city branding and will appeal to scholars and students in urban studies, geography, tourism, management and economics.
Contents
1. Introduction 2. Setting the agenda 3. Defining the current situation: developing the analytical part of the strategy 4. Creating the strategic part and strategy implementation 5. City branding and promotion strategy for Tomaszów Mazowiecki (Poland) 6. Summary
