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001438361 001__ 1438361
001438361 003__ OCoLC
001438361 005__ 20230309004301.0
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001438361 008__ 210724s2021\\\\sz\\\\\\ob\\\\001\0\eng\d
001438361 019__ $$a1262372059
001438361 020__ $$a9783030705053$$q(ebook)
001438361 020__ $$a3030705056$$q(ebook)
001438361 020__ $$z9783030705046$$q(hardback)
001438361 0247_ $$a10.1007/978-3-030-70505-3$$2doi
001438361 035__ $$aSP(OCoLC)1261362126
001438361 040__ $$aYDX$$beng$$epn$$cYDX$$dGW5XE$$dOCLCO$$dEBLCP$$dOCLCF$$dN$T$$dUKAHL$$dOCLCQ$$dUIU$$dOCLCQ
001438361 049__ $$aISEA
001438361 050_4 $$aHF5415.1257
001438361 08204 $$a910.68/8$$223
001438361 24500 $$aPublic branding and marketing :$$ba global viewpoint /$$cStaci M. Zavattaro, editor.
001438361 260__ $$aCham :$$bSpringer,$$c2021.
001438361 300__ $$a1 online resource
001438361 336__ $$atext$$btxt$$2rdacontent
001438361 337__ $$acomputer$$bc$$2rdamedia
001438361 338__ $$aonline resource$$bcr$$2rdacarrier
001438361 504__ $$aIncludes bibliographical references and index.
001438361 5050_ $$aPart I -- A Macro View of Place Branding -- Chapter 1. Economic coopetition and the absence of comprehensive data: Why scholars and practitioners should work hand in hand -- Chapter 2. Theorizing Value in Sustainable Urban Branding Strategies -- Chapter 3. The (Almost) Forgotten Co-producers: Co-creating Brand in Public Service -- Chapter 4. The Brussels-Capital Region: Toward a more integrated strategy for Europe's capital? -- Chapter 5. Municipal Branding and Social Media: Comparing Poland, Norway, and Ukraine -- Part II -- Internal Branding Strategies -- Chapter 6. Branding from Within: Internal Brand Management in the Public Sector -- Chapter 7. Branding the Public Service of Canada: A Model Worthy of Emulation or Unfulfilled Promise? -- Chapter 8. Branding for Morale -- Chapter 9. Brand on the run? Marketization, market position, and branding in upper secondary schools -- Part III -- Concepts and Cases : Place Branding in Action -- Chapter 10. #thatswhywestallis Shows the World How Good West Allis Feels -- Chapter 11. Backfiring Boomerang Brands in Jakarta: The Case of the Great Garuda -- Chapter 12. How to Close the Gap? Branding as a Solution to Declining Youth Participation -- Chapter 13. From a Dog Breakfast to a King's Table: Branding and Marketing a Major Research University.
001438361 506__ $$aAccess limited to authorized users.
001438361 520__ $$aThis edited volume discusses public branding and marketing from a global, comparative perspective. Place branding and marketing practices are now prominent in cities, states, nations, regions, and organizations all over the world. While disciplines such as hospitality management, tourism marketing, and business marketing have made inroads into understanding the intricacies of place branding, research in public administration and policy is still emerging. This volume fills that research gap. Including accounts from both the academic and practitioner communities, this book bridges the academic-practitioner divide and provides a holistic account of branding and marketing in public organizations as well as immediate application and lessons learned. The book takes an explicit public administration approach, focusing on a wide range of topics such as branding leadership, co-creation, stakeholder engagement, education, non-profit marketing and branding, and city administration. The book is divided into three sections. Section I highlights the process of developing and communicating public branding and marketing efforts. Section II focuses specifically on how social media and other digital technologies are used to communicate and evaluate place branding strategies. Section III centers on branding at the local government level. Section IV highlights how various stakeholder groups come together (or not) when participating in strategic branding efforts. Presenting various methodologies, approaches, and implications of place branding and marketing across differing social, cultural, political, and economic conditions, this book will be of use to scholars and students in public administration, tourism studies, and business administration as well as professionals and practitioners in the public branding and marketing field.
001438361 588__ $$aOnline resource; title from PDF title page (SpringerLink, viewed August 3, 2021).
001438361 650_0 $$aPlace marketing.
001438361 650_0 $$aGovernment publicity.
001438361 650_0 $$aBranding (Marketing)
001438361 655_0 $$aElectronic books.
001438361 7001_ $$aZavattaro, Staci M.,$$d1983-$$eeditor.
001438361 77608 $$iPrint version:$$tPublic branding and marketing.$$dCham : Springer, [2021]$$z9783030705046$$w(OCoLC)1235416461
001438361 852__ $$bebk
001438361 85640 $$3Springer Nature$$uhttps://univsouthin.idm.oclc.org/login?url=https://link.springer.com/10.1007/978-3-030-70505-3$$zOnline Access$$91397441.1
001438361 909CO $$ooai:library.usi.edu:1438361$$pGLOBAL_SET
001438361 980__ $$aBIB
001438361 980__ $$aEBOOK
001438361 982__ $$aEbook
001438361 983__ $$aOnline
001438361 994__ $$a92$$bISE