Public Branding and Marketing: A Global Viewpoint
English | 2021 | ISBN: 3030705048 | 295 Pages | PDF EPUB | 10 MB
This edited volume details public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration.

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