Автор: Melewar Tc Название: Corporate Branding ISBN: 0415721121 ISBN-13(EAN): 9780415721127 Издательство: Taylor&Francis Рейтинг: Цена: 8726.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.
Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:
Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.
These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Автор: Vanolo Название: Vanolo_City Branding ISBN: 1138959383 ISBN-13(EAN): 9781138959385 Издательство: Taylor&Francis Рейтинг: Цена: 24499.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: City Branding explores different sides of place branding policies. This book aims to investigate and to reflect on the ideas of urban life, the political unconscious, the affective geographies and the imaginaries of power constructed and reproduced through urban branding. This critical analysis of current place branding strategy is an essential reference for the study of city marketing.
Автор: Cudny, Waldemar Название: City Branding and Promotion ISBN: 1138488100 ISBN-13(EAN): 9781138488106 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: The book presents the rules of creating a city promotion and branding strategy. It presents the problems of the strategic management of urban areas, various types of development strategies designed for cities, and the individual principles of creating a city promotion and branding strategy.
Автор: Melewar Название: Corporate Branding ISBN: 0415721113 ISBN-13(EAN): 9780415721110 Издательство: Taylor&Francis Рейтинг: Цена: 23734.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание:
A strong corporate image has power in a competitive marketplace. Its influence on reputational value and customer decision-making is only now beginning to be understood. Interest in corporate branding is exploding as marketing academics and professionals begin to realize how it can boost business performance in measurable ways. For example, it promotes customer patronage without expensive advertising and raises profitability by enabling companies to leverage their brand image when buying from particular sources.
Yet there are few empirical studies available to clarify its basic tenets and fewer still that help us understand corporate branding in different parts of the world. Existing books focus mainly on conceptual ideas and real-life examples. Corporate Branding: Areas, arenas and approaches is a unique take on corporate branding that provides a global overview through rigorous research of different geographical areas across industries. An international range of leading scholars contribute their coverage across three clear themes:
Area: geographical areas across the globe including the UK, USA, Europe and Asia; Arena: a variety of commercial and not-for-profit sectors, both B2B and B2C; Approach: methodological approaches to brand research design, including qualitative, quantitative, case studies, interpretivistic and social narrative.
These three themes enable the reader to consider corporate branding from more perspectives and in more ways than any other corporate branding book. The result is an understanding of this strategically important, growing subject that cannot be found anywhere else. This book is an essential read for any branding student or interested professional.
Название: Inclusive Place Branding ISBN: 113865924X ISBN-13(EAN): 9781138659247 Издательство: Taylor&Francis Рейтинг: Цена: 22968.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Place branding is often a response to inter-place competition and discussed as if it operated in a vacuum, ignoring the needs of local communities. It has developed a set of methods – catchy slogans, colourful logos, ‘star-chitects’, bidding for City of Culture status etc. – that are applied as quick-fix solutions regardless of geographical and socio-political contexts. Critical views of place branding are emerging which focus on its unexplored consequences on the physical and social fabric of places. These more critical approaches reveal place branding as an essentially political activity, serving hidden agendas and marginalizing social groups. Scholars and practitioners can no longer ignore the need for more responsible and socially sensitive approaches to cater for a wider range of stakeholders, and which fully acknowledge the importance of resident participation in decision-making. The contributions in this innovative book set out to introduce new critical ways of thinking around place branding and practices that encourage it to be more inclusive and participatory. It will be of interest to researchers and advanced students of branding, critical marketing, and destination marketing as well as critical tourism and environmental design.
Автор: Mauri Название: Place Branding ISBN: 1472455924 ISBN-13(EAN): 9781472455925 Издательство: Taylor&Francis Рейтинг: Цена: 22202.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Place branding as a field of research is still in a state of infancy. This book seeks to address this, offering a theory of place branding based on the tourist experience, keeping in mind the roles of stakeholders, both public and private organisations and DMOs in managing the place brand.
Автор: Sebastian Zenker; Bj?rn P. Jacobsen Название: Inter-Regional Place Branding ISBN: 3319153285 ISBN-13(EAN): 9783319153285 Издательство: Springer Рейтинг: Цена: 16979.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book examines and clarifies key aspects of regional branding with the special focus of inter-regional brands.
Название: Inclusive Place Branding ISBN: 0367877317 ISBN-13(EAN): 9780367877316 Издательство: Taylor&Francis Рейтинг: Цена: 6736.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: Place branding is often a response to inter-place competition, developed in a vacuum, ignoring the needs of local communities and applying quick-fix solutions regardless of geographical and socio-political contexts. The need for more responsible and socially sensitive approaches catering for a wide range of stakeholders, can no longer be ignored
Описание: This professional guidebook highlights brand development and management for cities, regions, countries, and destinations.
Автор: Medway, Dominic Warnaby, Gary Byrom, John Название: A Research Agenda for Place Branding ISBN: 1839102845 ISBN-13(EAN): 9781839102844 Издательство: Wiley Цена: 18216.00 р. Наличие на складе: Поставка под заказ.
Описание: This cutting-edge Research Agenda for Place Branding explores ideas and debates that inform a refreshing take on the future of place branding and marketing. It argues that we are at a juncture where the logical and sensible step is to push the `reset button` on such activity and fully reconsider its purpose and goals.
Описание: This professional guidebook highlights brand development and management for cities, regions, countries, and destinations.
Автор: Nobre Название: Sports Mega-Events and Urban Legacies ISBN: 331944011X ISBN-13(EAN): 9783319440118 Издательство: Springer Рейтинг: Цена: 7685.00 р. Наличие на складе: Есть у поставщика Поставка под заказ.
Описание: This book examines the urban legacy of the 2014 football World Cup in Brazil across the seven cities that hosted matches. The authors, all experts and natives of South America, analyse the context and impacts of hosting the World Cup for each of the host cities. The chapters use a range of background data and local knowledge and understanding to critically assess what benefits or disadvantages came along with bidding for and hosting World Cup final games, and importantly considers who the beneficiaries where and are.
It further provides detailed empirical evidence that highlights a growing trend in sporting mega events: the overestimation of benefits and an underestimation of costs involved in hosting. The book adds to the critical literature that provides a counterweight to governments' aspirations to use mega events for the purposes of development and/or globalization, irrespective of the views of their citizens.
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