Place Branding and Marketing from a Policy Perspective

Mabillard, Vincent; Pasquier, Martial; Vuignier, Renaud

ISBN 10: 1032260319 / ISBN 13: 9781032260310

Edité par Routledge, 2023

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Synopsis :

Providing frameworks and knowledge on how to practice place branding effectively, this book anchors place branding practices in a solid analytical framework. It presents place brand practices through the lenses of public sector marketing, strategic management, governance processes and structures, as well as communication tools.

À propos de l'auteur:

Vincent Mabillard is Professor of Public Management and Communication at the Solvay Brussels School of Economics and Management of the Université libre de Bruxelles, Belgium. He holds a PhD from the University of Lausanne, Switzerland. His research interests focus on government transparency and accountability, social media communication, and place branding and marketing.

Martial Pasquier is Professor of Public Management and Communication at the Swiss Graduate School of Public Administration (IDHEAP) of the University of Lausanne, Switzerland. He is the author of the book Marketing Management and Communications in the Public Sector. His research interests relate to transparency, public sector communication, and place branding and marketing.

Renaud Vuignier works for the Swiss Federal Department of Foreign Affairs. He contributed to this book purely in his private capacity, when he was a research fellow at the University of Lausanne. Opinions expressed here shall therefore not be regarded as official positions but as personal points of view.

Détails bibliographiques

Titre : Place Branding and Marketing from a Policy ...
Éditeur : Routledge
Date d'édition : 2023
Reliure : Couverture rigide
Etat : Brand New