Overview
- Provides a global view of developments in public branding and marketing practices
- Bridges the academic-practitioner divide
- Creates a foundation for studying public branding and marketing from a public administration perspective
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Table of contents (17 chapters)
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Part I
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Part III
Keywords
About this book
The book is divided into four sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public. administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
Editors and Affiliations
About the editor
Bibliographic Information
Book Title: Public Branding and Marketing
Book Subtitle: A Global Viewpoint
Editors: Staci M. Zavattaro
DOI: https://doi.org/10.1007/978-3-030-70505-3
Publisher: Springer Cham
eBook Packages: Economics and Finance, Economics and Finance (R0)
Copyright Information: Springer Nature Switzerland AG 2021
Hardcover ISBN: 978-3-030-70504-6Published: 23 July 2021
Softcover ISBN: 978-3-030-70507-7Published: 24 July 2022
eBook ISBN: 978-3-030-70505-3Published: 21 July 2021
Edition Number: 1
Number of Pages: XII, 283
Number of Illustrations: 44 b/w illustrations
Topics: Public Administration, Branding, Online Marketing/Social Media, Public Policy